WWF needed to raise funds for environmental causes — and, above all, to put Colombia's Orinoco basin on the map: to show how vital it is for the country's flora and fauna, and to close the gap of how little people knew about it.
We started the conversation the unconventional way: a local newspaper note with a deliberate misspelling that got people talking, amplified across traditional and digital media. Site registrations were automated, valuable content kept people engaged, and expert interviews plus influencer collaboration carried the message further.
The campaign that made the Orinoco impossible to ignore.
