The partnership between WWF and Mars is built on the foundation of Mars’ sustainability commitments, demonstrated by a series of public environmental goals and targets. Following the success in 2013 of a cause-related marketing campaign in the UK to raise awareness and funds to help protect tigers, their habitat and their future; the campaign was expanded into a number of European countries in 2014 including Belgium, Germany, and Switzerland. Mars aims to become one of the single largest contributors to WWF’s Tiger Alive Initiative (TAI).
The money raised supports TAI- putting in place the programmes, equipment and people required to meet the objective of doubling the wild tiger population by 2020.
The next phase of the partnership will support two key programmes with a special focus on daily on-the-ground protection of tigers and ensuring safe tiger landscapes.
For more information on WWF’s Tiger Alive Initiative please click on the link.