WWF-Australia appoints whiteGREY as lead creative agency

Paige Murphy
By Paige Murphy | 29 October 2020

whiteGREY has been appointed by the World Wide Fund for Nature-Australia (WWF-Australia) as its lead strategic and creative partner for its Regenerate Australia program following a competitive pitch.

whiteGREY will be responsible for providing strategic and creative support to launch the largest and most innovative wildlife and landscape regeneration program in the nation’s history, in an effort to save, protect, restore and future-proof our unique wildlife and environments following the devastating 2019/20 fires.

In order to fund the Regenerate Australia program WWF-Australia aims to raise $300 million over a five year period and have a number of initiatives planned in order to reach the goal.

“The work of WWF in Australia had never been more important…or more urgent. Even before the bushfires, the loss of animals to extinction and their ecosystems to deforestation was happening at an alarming pace," whiteGREY CEO Lee Simpson says.

"At whiteGREY, we are ready to play our part to protect the unique environment in this special part of the world.”

WWF is an Australian non-profit environmental organisation and part of the world’s largest conservation network.

For over 40 years, WWF has been working in Australia to protect endangered species and habitats, as well as tackle the challenges of climate change.

“WWF-Australia is about to embark on its most critical and challenging mission in its 42-year history," WWF-Australia chief marketing officer Yves Calmette says.

"Our goal can only be achieved and succeed through collaboration and innovative thinking; and we believe whiteGrey is the perfect partner to help us realise this vital mission.

"We’re incredibly excited to working alongside whiteGREY to support us in our new campaign to kick-start our Regnerate Australia program.

"Now more than ever we need to raise awareness and encourage every Australian to take action to protect and restore our nature. Our campaign will be a defining moment to create hope for the future and we can’t think of a better agency to be partnering with."

Work is to commence immediately and will be led by whiteGREY’s Melbourne office.

“We are humbled and honoured to be able to support WWF-Australia in their efforts to protect our wildlife and habitats," whiteGREY joint executive creative directors Joe Hill and Garret Fitzgerald say.

"It is incredibly important work that the team can’t wait to begin.”

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