WWF Myths About Large Carnivores campaign

The age-old beliefs surrounding large carnivores run deep. Our aim with this campaign, created for WWF Hungary, was to break down these complex misconceptions and debunk them in an accessible way on Facebook and Instagram. The challenge lay in striking the right balance: how could we grab people’s attention without coming across as loud?

In our concept, we deliberately presented the misconceptions in a provocative, ‘tabloid-style’ format, which made scrolling users stop in their tracks. To achieve this, in line with content consumption habits, we used a carousel format, which allowed for the digestible presentation of complex information. As part of the visual framework, we developed a vibrant, distinctive colour palette and a modern, illustrative style. This social-first design not only set WWF apart from its competitors but also ensured a consistent, recognisable brand image.

We developed a content strategy that not only educated the community but also generated a high level of engagement on a fundamentally divisive topic. We can say that we have succeeded in genuinely shaping attitudes through the campaign, demonstrating the power of social media marketing in environmental communication.