Extinction Can’t Be Fixed Campaign from WWF

If I couldn’t graduate school and become a marketer or a salesman for a big company, I would really like to try out a nonprofit organization. The World Wildlife Foundation is an organization that really interests me. I’ve always had a love for animals and have always felt effected when I see those ads in magazines saying that we are killing the environment or that animals are on the fast track to becoming extinct.

One magazine ad that really affected me was an ad recently was the WWF’s ad in Sports Illustrated. Reading the magazine at the dentist’s office, I stumbled upon an ad that had a lady sitting down next to a polar bear. Naturally, I was intrigued because in nature, obviously the two don’t go together. What made the ad more intriguing was the fact that they were in a garage where you would fix cars. In the upper right hand corner, the quote next to the World Wildlife Foundation’s logo reads, “Extinction can’t be fixed”. Then the ad’s objective really hit me. It was trying to get across that there is no way to fix extinction once it has occurred. The lady in the garage has no tools that will be able to reverse our effects on the world.

The World Wildlife Foundation was definitely trying to send out the message that we need to be more careful of what we are doing to the world. Using the communication process, they encoded the message that you can’t fix what is gone. It is an emotional message that really gets to the point. They channeled this message through one of the most popular magazines in America, knowing that millions of people would see this ad even if they don’t personally subscribe to the magazine. They wanted the message to be easy to decode, which it definitely is. The reader will be able to understand what the message is trying to say. However, the WWF cannot influence how the reader reacts to the message. They could potentially donate to the WWF, or they could try and change the way they currently do certain things that effect the environment.

I think that the ultimate goal of this message was to appeal to peoples’ emotions. Obviously different people react in different ways, but many people are sympathetic to animals. The message is meant to make the reader feel sad inside and it is meant to gain a response. They cannot get everyone to feel this way, but the people that do are their target market. They aren’t selling anything and the desired action is not for the reader to buy anything. If anything at all, it was to promote awareness that we are not treating these animals the right way. They do not have a voice of their own, so the WWF does it for them. Many people have emotional bonds to their pets, and many people have a love for wild animals that cannot be kept as pets. So appealing to the emotional bonds that people have for exotic animals is a great tactic for the WWF to use.


Sports Illustrated’s Website can be found at https://www.si.com