COVID-19 originated in animals but jumped to humans. Destruction of the natural environment led to the pandemic outbreak and is increasing the likelihood of similar pandemics happening in future - but the public were largely unaware of this. As the world's leading environmental charity, WWF is in a unique position to educate the public about the connection between ecocide and pandemics such as COVID-19.
WWF approached Tug to raise awareness of the link between ecocide and pandemics. Their goal was to reach as many people as possible and connect with them in an impactful way, driving them to sign a petition calling on global leaders to take action to prevent future pandemics.
WWF had a finite budget for the campaign and asked for Tug's recommendation on how to spend most efficiently, with the goal of driving 13,600 petition signatures. Tug created assets for and ran a highly reactive paid social media campaign on Facebook, Instagram and IG Stories which featured a video ad with three ad copy variations. Overall we achieved 43,325 petition signatures at a CPA of £0.39. We also achieved 236,767 link clicks with a strong CTR of 1.29%.