WWF World Wide Fund for Nature
WWF Germany is part of the World Wide Fund for Nature (WWF) one of the biggest independent conservation organizations in the world. The organization, which was founded in 1961 in Switzerland, is now represented in 140 countries around the globe. It has around five million supporters worldwide.
The public, as well as politicians and economists regard WWF as the driving force for the preservation of biological diversity and quality of life on our planet. The organization masterminds and pioneers ecologically sustainable development worldwide.
Key issue for 2011/2012: Fisheries and the marine environment
In 2011/2012 the WWF is dedicating its efforts to the problem of over-fishing in European and international waters. Fishing by the EU fleet has led to an alarming crisis in fish stocks:
- 72% of fish stocks in European and 28% of fish stocks in international waters are already over-fished (another 52% are under threat from over-fishing).
- 40% to 60% of the catch is discarded unused.
- Individual fish species like the bluefin tuna in the Mediterranean have already been so heavily over-fished that they are at risk of extinction in the area.
The EU has undertaken to reform common fishery policies every 10 years. The EU reform from 2002 is considered by the WWF to have failed - fish stocks continue to be in decline. A further EU reform is planned to come into force on 01.01.2013.
The aim of the WWF is to effect an EU fishing law that is as strict as possible and which reflects sustainable and ecological resource management. This is why the WWF is dedicating its campaign work to the key issue of fisheries and the marine environment in 2011/2012.
Competition partners: MHMK and jovoto
The concerns of the WWF are shared and supported by the MHMK (Macromedia University for Media and Communication) and jovoto. The MHMK is one of the leading German private universities with the goal of training the media professionals of tomorrow, to encourage them to assume responsibility for themselves and the environment and to shape the media landscape of the near future with comprehensive expertise and personality. Innovation and social responsibility are integral parts of the didactic philosophy this includes introducing students to open, collaborative working methods and motivating them to work on independent projects.
This is why in particular the students from the MHMK (from the four Bachelor degree courses of Media and Communications Design, Film and Television, Journalism and Media Management, as well as the Master courses in Media and Design and Media and Communication Management) are also invited to take part in this contest.
The creative contest is aimed at all media-interested, aspiring young creatives: future media managers, journalists, designers and filmmakers.
Develop a campaign idea through which the topic of fisheries and the marine environment is communicated to the public in such a way that encourages them to offer their active support and champion the cause of sustainable fishing and fish consumption. Addressing the different target groups can be done in very different ways:
- Sensitize the public to the topic and encourage people to talk about it
- Mobilize your target group to participate in public activities
- Persuade consumers to support sustainable fish consumption
- Address your campaign directly to decision makers from the realms of politics and the economy
Your campaign idea should be innovative, effective, positive and viable. It will be ideally suitable for different communication channels (social media, viral or guerilla marketing, events, PR...) and promotes dialogue.
How you realize your idea and which means of communication you use is up to you: whether graphic poster design, concepts for cross-media campaigns, viral marketing activities, development of an interactive smartphone application, a journalistic article, the production of a short film, the organization of an event ... the list is endless. The sky is the limit, anything goes!
However, we are not looking for a motif for a large-scale classic (print or TV) fundraising campaign! Nevertheless the campaign does of course need a motif to communicate the topic on paper, online or even in advertisements. The 2010 Year of the Tiger examples on the WWF website show what campaign ideas for the WWF could look like.
In addition to the prize money awarded by the community the jury (consisting of representatives from MHMK, WWF and jovoto) will be awarding further distinctions.
The jury prize
The MHMK Junior Award
As an additional prize in this contest the MHMK is offering individual career coaching (worth 250). The jury will be awarding this Junior Award nine times in total, to the three best aspiring talents in the following categories:
- Media strategy and/or event concept
- Text, PR, or communication concept
- Design/graphic concept
To be considered for the Junior Award you must fulfill the following criteria: you are under 40 years old, have less than 5 years professional experience (excluding internships, stays abroad or traineeships) and you still havent started your degree.
Kick-off, jury meeting and closing event
March 23, 2011
Kick-off event at the MHMK campus in Berlin, presentation of the task by representatives from WWF, small introduction to the functionality of the platform. Start of the idea submission phase.
April 27, 2011
After the phase of evaluation by the community the jury will hold a meeting to decide on the winners of the jury prize and the MHMK Junior Awards.
May 4, 2011
Closing event with awards ceremony and exhibition at the MHMK campus in Berlin.
The campaign is aimed at:
- The public, especially LOHAS and seniors with a high income
- Multipliers, like politicians and journalists
Depiction of the topic should concentrate on the solution and goal instead of the threat and problems. The atmosphere and imagery of your concept show that possibilities exist to prevent the crisis threatening fish stocks. This is why the tonality of your campaign idea can also be emotional, but solution-oriented and positive. The unofficial motto Happy fish and living oceans! can help you to decide on the tonality.
Click on the following links to download working material and additional information related to the project.