The DRTV campaign, created by Kitcatt Nohr Alexander Shaw, is intended to double acquisitions in 2009. It will also offer an extended range of animals for adopters to choose from, including panda, polar bear and tiger adoptions.
The first ads will support the charity's panda and amur leopard adoptions campaigns. One features a giant panda and her cub playing and feeding in the forest and warns that its habitat is shrinking and we must act with urgency to make sure future generations survive.
The ads will be aired on TV channels including Nickelodeon, Channel 4, E4 and Sky and drive would-be adopters to www.wildadoption.com or invite them to text or call WWF.
Those who sign up to the programme will be asked to donate £3 a month. In return, they will receive a comprehensive adoption pack including a soft toy, a fact book about the animal and regular updates.
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