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International Fund For Animal Welfare

Turbo-charging a brand.

May 10, 2013

After just five weeks in market, this campaign is producing the best brand results IFAW has ever experienced.

Commercial Advantage

Visits to animal protection charity IFAW’s website jumped to their highest level ever within week’s of this campaign going to air, with traffic increasing 360% over the preceding five weeks and more than 42,000 visitors spending 20% longer on the site.

The Business Issue

Despite being in the country for over thirty years, the International Fund for Animal Welfare (IFAW) was virtually unknown.  Australians simply didn’t know who they were or what they did, making it difficult for the charity to garner support or donations.

Putting Creativity to Work

We realised people needed a way to not only remember the IFAW name but to give it meaning, so we created a powerful mnemonic that helped position IFAW as the active, inclusive organisation it is.  We took the letters “IFAW” and made them stand for “I Found A Way”.  I found a way … to stand up against the ivory trade, to help native animals in distress, to fight poaching, to help protect whale habitat, to make a difference.


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