THE SPARK
The generation with access to the world has become overwhelmed with media. When too much of that media is telling them what to care about and how to do it they become numb. Media without a personality, or peers, makes the apathy even easier. Finally the cause is in their hands, they choose the media and what to do with it. Elevating select individuals to become Guardians of Wildlife, these Guardians will gather their resources, grow their own social networks, and enlist friends to make an impact. The Guardians are in charge and the social network generation will have Heroes.
THE CALL TO ACTION
The word spreads when we get known YouTube celebrities to make videos, of their own call, to their followers to nominate Guardians that they know. The nominated are then chosen, by WWF, based on reasons submitted by friends. The Guardian to be is then allowed to accept, or decline, once notified.
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Art directors: Becky Bui, Phuong Nguyen, Talia Vo
Copywriter: Sean McClung
Strategist: Jacqueline Tram Pham
