Client: WWF

Challenge: Write up web-copy for a page on WWF's website to increase donations for "ugly" animals.

Insight: People like to know what's important and why it's important fast and in simple language. Writing the copy from the point of view of the animal's helps it to be more personal, also.

Strategy: A attention-grabbing headline and brief bio on each animal will keep the reader's attention long enough to direct them to the WWF website.

Proposition: Ugly Matters.

https://acrobat.adobe.com/id/urn:aaid:sc:EU:7ed72a3f-4e08-40eb-afa5-f1c7fdc3809f