But What Happens After “Whoa?”

The World Wildlife Fund is at it again — producing ads to raise environmental awareness in creative and visually striking ways. Check out this cool advertisement about the importance of forests:

An environmental awareness effort from WWF

The ad is undeniably clever and makes its point powerfully. Everyday citizens who see it might well say “whoa!” But without a “call to action” of some kind — a request to join, sign a petition, to boycott rainforest products, or something… anything… it will quickly evaporate from their minds without leaving so much as a trace.

Any thoughts on what WWF might say to check off the “Begin with Behavior” item on the Water Words environmental messaging method?

Here’s an example of what I mean. It’s a sign that some mental health advocates created. When you see it, you will probably say “Whoa! That’s an important problem.” But then what? How many of you will tell somebody else about this sign. And if I quizzed you next week about how many kids and adolescents suffer from depression, would you remember?

Mental health awareness effort

P.S. The (tiny) tagline in the WWF ad is “Before It’s Too Late.” I think that phrase belongs on the Words That Work list, but I can’t quite find much in the way of research to justify it. Any of you have any leads?

P.P.S. K.H. is blogging about this and several other WWF ads over at the Chesapeake Network. If you’re a member, go check out her her blog.

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