Humans usually take things for granted. That’s an unfortunate fact. Water, air, food, or time are some of the most essential things we need in life. But we do not give them the importance they should really have. Unfortunately, even nature is saved from this equation. We got so used to the environment’s spoils that we usually tend to ignore their value and destroy them. We take these things for granted and think just about our own well-being, without giving a second thought to the terrible things nature has to endure because of us.

You’d think that’s because we don’t know what we’re doing but, according to WWF, we are the first generation to realize that we are destroying the world. Here’s an image of what’s happening out there: our planet’s wildlife has plummeted by 60 percent since 1970, says WWF’s flagship Living Planet Report. And things could get even worse if we continue to follow the same trend.

WWF UK wants to mobilize our generation to do what’s in its powers to turn things around. Because otherwise, it is nature that will turn against us. And if numbers and statistics are not enough to convince people to change their behavior in nature’s favor, perhaps creativity will be exactly what it takes to make people get involved in WWF’s efforts to save the planet.

Therefore, WWF joined hands with Uncommon creative agency and launched the “Fight for Your World” campaign. Via this initiative, the NGO wants to make people aware of the fact that this generation might be the last one that can do something for nature. So, people would use this last chance to give a helping hand to the one ‘thing’ that has helped us get so far.

Polluted oceans, climate change, wildlife extinction, or decimated forests; everything nature holds in its hands has now become a threat to humankind. Even though several reports show that the UK public cares a lot about the environment, the reality is a bit different. People need to feel empowered, now more than ever, to make a change. And WWF UK is giving them a small push in the right direction.

Using the #FightForYourWorld hashtag, the organization is challenging the public to be more emphatic towards Mother Nature. Also, WWF’s aim is to make the audience consider the choices they make daily twice and the impact employing these alternatives will have upon nature. This includes what we eat, what we buy, and what we throw away.

To further support WWD’s initiative, the London-based agency joined hands with Strange Beast production and created a short video appeal. The spot effortlessly uses macro photography and reportage visuals to give viewers the chance to virtually experience the consequences of our actions. To give it a more dramatic note, the mini film uses words form British spoken-word poet Ghostpoet and a heartbreaking speech by Welsh actor and singer Jonathon Pryce.

So, are you ready to Fight for Your World? What changes did you make in your life to help nature restore its dignity? Let us know by sharing your thoughts in the comment section below!

Credits:

Client: WWF UK

Agency: Uncommon