Compare two adverts from the WWF 'Who Cares' campaign.

Duygu Kocak

Compare two adverts from the WWF ‘Who Cares’ campaign

In all of the adverts that are used in the WWF campaign, the main purpose is to make people call or go onto the website to find out more about what they can do.

In the first advert there is a boy playing cards with a woman wearing a mask in a place that seems like a hospital. The aim of this advert is to make people think about the consequences of cutting trees.

In the second advert there is a little girl and a pregnant woman. The aim of this advert is to make people use environmentally friendly products.

The audience of these adverts is adults with spending power and parents.

Both of the adverts that are used in the WWF campaign are really similar to each other. There is a main image at the background. On the right hand side there is the headline and the copy. At the bottom there is the slogan “Taking action for a living planet” and the logo. There are a few differences but the most important difference is the main image. In the headlines the ‘Who Cares’ part is the same but the rest of it is related to the copy.

In the first advert the main image is at the background. ...

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In the first advert the main image is at the background. The headline and the copy are on the right hand side of the advert. In the headline the words ‘Who Cares’ are in bold and white which is eye-catching. The ‘if they cut down a few trees?’ part is bold and black. The copy is under the headline and it is very brief. The logo and the slogan are at the bottom. We read from left to right and we can easily remember the last thing that we see which is the logo in this advert.

In the second advert the main image is at the background. The headline and the copy are on the right hand side of the advert. In the headline the words ‘Who Cares’ are in bold and white. The ‘where toxic chemicals end up?’ part is bold and black. The copy is under the headline and it is very brief. The logo and the slogan “Taking action for a living planet” are at the bottom. We read from left to right and we can easily remember the last thing that we see which is the logo in this advert.

In the main image in the first advert there is a boy playing cards with a woman wearing a mask in a place that seems like a hospital. We can understand that the boy has leukaemia because he has no hair. The headline is ‘Who cares if they chop down a few trees?’. The copy really helps us to understand the headline and the image because no one can relate the headline to the main image without reading the copy. After we read the copy we learn that some of the trees like rosy periwinkle can cure leukaemia which is a very sad thing because people keep cutting trees.

In the main image in the second advert there is a pregnant woman and a little girl next to her.The headline is ‘Who cares where toxic chemicals end up?’. The copy really helps us to link the headline to the main image. If someone sees this advert and reads the copy they will do something about chemicals because no one would like an innocent baby to be born defective or die.

I think that the first advert is the best because it tells us that a lot of diseases can be cured by trees. But by cutting them we might even destroy the cure for AIDS and heart disease. This advert has made me think of how many people would die if all the trees were cut. I think that it has archieved its purpose because every person who had seen the advert would call or go onto the website to find out more about what they can do.