WWF wanted to remind people of the fragile beauty of the world around them and encourage them to have a more conservational perspective. This is a continuation of a new brand focus for WWF around sustainability, based on the fact that humans are currently consuming the Earth’s resources as if we have three planets instead of one. To convey the aesthetic beauty of these settings, poems were written, bringing to life the feeling someone would get from actually being in the different environments, and providing a sombre warning for the consequences of inaction.
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