#ENDANGERED EMOJI - Turning Tweets into Donations

June 23, 2015

There's nothing we love more than a brand campaign that uses the latest technology to engage with its audience. But when the campaign also leads to helping save the lives of endangered species by using the universal language of emojis, you had us at “hash tag”.

With the realisation that Apples emoji keyboard includes 17 endangered species amongst its characters (including the Giant panda, Western grey whale, Lemur leaf frog, Spider monkey and Maui’s dolphin just to name a few), WWF has partnered with agency Wieden + Kennedy London to translate these characters into donations. Since emojis have been integrated to social media platform Twitter in 2014, they have been used over 202 million times. WWF is inviting users to take part in the social campaign #Endangeredemoji by retweeting their image showing the 17 endangered emojis. The users will then get a summary at the end of the month, showing how many endangered emojis they have tweeted throughout, and the option to donate 10 cents (or more or less if the user decides) for each one towards conservation and raising global awareness.

We think that using the power of social media and technology for the greater good of our planet should be a focus for brands today. A cute and clever campaign for a cause we are passionate about.

Reference: Endangered Emoji, Wieden + Kennedy London, Save our Animals