Our seas are now being ravaged by pollutants being dumped in them everyday. WWF seeks to make the public aware of the grave situation. Middle and upper-class individuals were targeted, with an appeal for financial support of WWF?s ocean conservation program.

We depicted new, mutated life forms thriving underwater. The print campaign featured a mudfish, shark and squid made out of waste materials. A call for help and a link to WWF?s online donation page completed the message.

Since the print ad launch, the average number of people signing up to provide regular financial support for WWF?s cause increased by a whopping 1,500%. Online traffic to WWF website for more information and volunteer work on marine conservation also increased as more people wanted to ?help make this species extinct.?