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0:04
We'll look at WWF,
the World Wide Fund for Nature
or World Wildlife Fund
as it's known
in some parts of the world
and see how they've approached
this whole area
of not-for-profit sponsorship.
0:15
WWF has a very clear vision
of what it's trying to achieve
from its engagement
in not-for-profit sponsorships.
It's very much looking
to create a future
where business makes, this term,
"net positive contribution"
to the well-being
of society and the planet,
so this idea of putting back more
than you're actually is taking.
And so as a result,
WWF wants to engage in challenging
and innovative partnerships
to drive that change
to a more sustainable future.
What I'd like to do is look at one
of their particular partnerships
and how they're trying to do that
with this particular partner.
0:48
In terms of how WWF actually
creates these partnerships,
basically, it does them
around these four pillars.
So essentially, they're looking
to create partnerships
that cover these areas.
So obviously,
a key part of it is conservation,
how the business can help
in the conservation of the planet.
There is then, obviously,
how you communicate around that,
the cash that can be generated,
but the really interesting part
of it is the challenge.
This is important for WWF
to challenge businesses to improve,
to see how they can make
that next step
towards a more sustainable future,
how they could be leaders
within their industry,
and how they can catalyze change.
So the challenge aspect
is very, very important
within these partnerships.
1:31
At an international level,
WWF has a number of partners
as shown here from Canon,
HSBC, Nokia, Lafarge,
Ogilvy and others,
and very much, they approach this
in terms of the idea
of very much
a partnership of equals.
It should be a sharing of assets,
a sharing of expertise and so on.
It's not a supplier-based
relationship.
Obviously, they like to target
leading world-class companies.
And the reason for that
is really to get that change
happening within
the whole business sector,
not just within one company.
A critical part of that
is setting targets
for these companies
in terms of environmental
achievements,
and then giving communication
and marketing benefits
off the back of that,
and of course
there's the overall part
of the image and positioning
that is generated
through an association
with an organization such as WWF.
