WWF turns a mobile banner into visible rainforest protection

WWF needed to reduce donation hesitation among people who cared about the rainforest but could not see what a small contribution actually changed.

Make donation impact literal: a mobile banner where one tap protects the same area of rainforest as the screen in your hand.

The campaign ran mobile banners that used the exact dimensions of each phone screen to show the piece of Amazon rainforest protected by a click, then led users to a landing page for larger donations.

The work turned abstract environmental giving into a visible, real-time action and won recognition from Clio, D&AD, iF Design and The Webby Awards.

WWF's fundraising problem was not just attention. The organization needed to answer a donor's quiet question: what does my click or money actually protect when the issue is as vast as the Amazon rainforest?

Save What You See made the answer fit in a hand. A mobile banner used the physical size of the user's phone screen as the unit of conservation, so clicking the banner protected a rainforest patch of exactly that size.

The first interaction showed impact before asking for more. After the click, users could move to a landing page that visualized larger donation amounts and the additional rainforest area those donations would protect.

Clio described it as a mobile banner that made donation impact visible. D&AD and iF Design both archived the work as a German 2024 media/digital interface entry, and Webby named it a 2025 Webby Winner for Best Use of Online Media.

It converted a huge environmental problem into a unit people could physically understand.

The free first click gave users an immediate reward before a donation ask.

The interface itself explained the mechanism; no long educational copy was needed.

The landing page extended the same visualization from click to paid contribution.

For causes with abstract scale, make the first action concrete. A tiny visible unit can lower the barrier to a larger commitment.

Save What You See continued through the 2025 awards cycle, earning a 2025 Clio Bronze in Digital/Mobile and a 2025 Webby win for Best Use of Online Media.