Redesigning WWF’s long-running magazine for young supporters
Our brief
Established in 1991, Go Wild! is WWF’s community of young supporters keen to learn about the conservation charity and its work. Our Media was approached to redesign Go Wild! magazine, to make it more engaging for a pre-teen audience and encourage members to stay with WWF for life.
Our solution
We took on the commissioning, design and publishing of Go Wild! in 2014, allowing us to rethink every aspect of the magazine, and our revamped version is still going strong.
We worked with WWF to apply the latest member research, and put readers at the heart of the content and layout of Go Wild!. Taking a design-led approach, we replaced the magazine’s adult-orientated style with bright, uncluttered and engaging pages more suited to the 7-11 age group.
Fresh editorial thinking enabled us to tackle complex conservation stories in a way that younger audiences could understand. Working with specialist wildlife writers, we were able to bring WWF’s stories to life with real-life insights from rangers, staff and young campaigners.
Eight years on, the magazine is still valued by readers and is a cornerstone of WWF’s kids’ communication strategy.
The results
• Over half of current active Go Wild! supporters have been with the magazine since before 2017 – great retention rates
• Redesigned magazine described by WWF as “a REAL asset to the WWF kids portfolio”
“The work Our Media do on Go Wild! is brilliant. They understand what our young readers want and how to engage them, and the content is always inspiring and accessible.”
