AR for Advocacy
Immersive experiences to amplify community voices
The World Wide Fund for Nature (WWF) approached Meta when launching a new documentary with Sir David Attenborough. A Life on our Planet is a powerful account of humanity’s impact on nature and a message of hope for future generations. We wanted to ensure the message connected with as many people as possible, focusing especially on the Gen Z community.
Approach
I worked closely with WWF’s team to build an Instagram-first strategy that leveraged their iconic ambassador. While social media is not Sir Attenborough’s “natural habitat”, launching his official profile quickly broke the record for fastest account to gain 1 million followers. Exclusive video content and a series of AR experiences deepened the connection, encouraging active participation in spreading the message.
Role
Creative strategy, creative direction, concept development, prototype design, AR creator partnership.
The Voice of Nature
AR Activation
David Attenborough’s voice is one of the most recognised in broadcasting history and is strongly associated with the natural world. To empower the community to carry on his mission, we leveraged a beta feature for voice activation in SparkAR. I designed Immersive environments based on the film’s key topics, encouraging people explore different ecosystems and watch them re-wild as they spoke about the cause. To drive awareness and engagement, we partnered with Global Changemakers, featuring youth ambassadors in AR ads promoting the experience.
Results
The social strategy combined immersive and participatory formats to achieve culture-defining momentum, successfully driving community engagement and action.
6.7M
Impressions for AR effects
+120k
People used the voice feature to advocate for nature
67%
Reduction in cost per donation
“12% of Britons attribute ‘Sir David Attenborough joining social media’ with making them more environmentally conscious.”
YouGov Poll