Bite-size Case Study

How WWF partnered with Nokia to promote conservation

Published on January 30, 2017 Originally recorded 2009   8 min
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.
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How WWF partnered with Nokia to promote conservation

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