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Marking 60 years since it was founded, WWF has launched a powerful new ad to remind us all it is fighting for more than just pandas.

Though the wellbeing of the furry bears does remain on the agenda, the new film features harrowing glimpses of the environmental crises facing people, nature and wildlife – including devastating nature loss, climate change and mountainous plastic pollution. Its core message is stark: that the fight to save the planet is "no act of charity, it’s an act of survival".

The campaign debuted on 1 May on ITV and STV and will continue to run across prime-time slots (including on Sky and Channel 4) until 23 May, and video on demand until mid-June. Media is handled by Dentsu.