Posted on October, 26 2011

What can you do with US$5?

This question will be posed by the MyCoralTriangle campaign to this region’s online community in what will hopefully be a successful first regional attempt to raise funds and awareness by a number of WWF offices.

The campaign will be simultaneously launched on 3 November in four pilot markets: Hong Kong, Indonesia, Philippines and Malaysia; and driven by the WWF national offices in these countries.

This innovative online campaign will make use of social media plus a series of print advertisements and a 30-second television commercial to lead online audiences to www.panda.org/mycoraltriangle where they can buy a “spot” in the Coral Triangle for just US$5 and help WWF’s on-the-ground efforts to protect and conserve this region’s globally-significant marine resources.

The campaign plays on people’s consumer behavior by juxtaposing the noble act of giving to the Coral Triangle to people’s everyday realities, positioning it as easy and affordable (like buying a cup of coffee), while giving them an emotional value to their purchase.

The campaign was developed through the partnership of the WWF Coral Triangle Programme and
Dentsu Asia, together with WWF-Hong Kong, WWF-Indonesia, WWF-Malaysia, WWF-Philippines and the Asia Pacific Growth Team (APGT), with the support of WWF International.

MyCoralTriangle is a true showcase of National Office (NO) and Network Initiative (NI) collaboration within WWF.