Plush friends

We all grew up with what are called transitional objects, commonly called stuffed animals. According to data, more than 85%* of the world's stuffed animals are animals. It was based on this insight that we developed the awareness campaign for the launch of WWF Portugal, a campaign that would leave no one indifferent and touch people's hearts.

This is how we tell the story of Rita Sá: who remembers how, as a child, her stuffed animal was there for her when she needed it most and hugged her when she felt sad and alone. It was her stuffed animal that inspired her to become the defender of nature that she is today in this organization. The central message is clear: if it was “they” who were by our side when we needed it most, now it is our turn to help the more than 800 endangered species in Portugal.

The campaign is present in various media (digital, cinema, TV, press and outdoor advertising), and also has the support of several public figures and the participation of the general public.

The campaign also had the support of more than 20 brands such as Delta Cafés, Jardim Zoológico Santo Inácio, Infraestruturas de Portugal, the Auchan group, El Corte Inglés, JCDecaux, MOP, AMC Entertainment Group, Lift Media, the Lisbon Metro, the Lisbon City Council and Sapo.

As part of the World Wildlife Day campaign, we had a very special debut event, with 112 stuffed animals that were “on the loose” in the Lisbon Metro, a partner of the initiative. Anyone travelling on the metro could find a stuffed Iberian wolf or Iberian lynx. Each stuffed animal has a QR code that directs to the WWF Portugal website. People will be able to share their stories about the importance of their stuffed animals in their childhood and reinforce the campaign message.
*Source: Survey by OnePoll for Stuffed Animals for Emergencies (2010)