As an NGO, the WWF needs donations. But getting people to donate for the environment is getting increasingly challenging: People are hesitant because they ask themselves what actually happens with their money.

To help them get over this mental obstacle, WWF created ‘Save What You See’ – the first banner that visualized the impact of every donation on the Amazonian rainforest. Every click on this banner automatically saved an area of the rainforest EXACTLY the size of a mobile screen. So, for the first time, people actually saw what and how much they were protecting.

Thanks to our media partners, this first click was even free – making it as easy as possible for people to take the first step.

As a second step, the banner took people to a landing page where they could further visualize donations to save larger areas of the rainforest with their own money. We reached over 7 million clicks, and the banners outperformed the industry benchmark by 226%, with some formats even going over 500%. By making donating as visual and easy as possible, we helped bring down a big mental barrier among people. And above all: We saved more than 1.7 million square meters of the rain-forest and counting!