| Title | Click To Help Board |
| Agency | BBDO Russia Group |
| Campaign | Click To Help |
| Advertiser | WWF |
| Brand | WWF Russia |
| Date of First Broadcast/Publication | 2013 |
| Business Sector | Environmental & Ecological Issues |
| Tagline | click to help |
| Story | BBDO Moscow launched a digital project http://allforbear.com dedicated to the preservation of the polar bears. It’s an interactive online game that draws public attention to the problem and aims to involve many users. |
| Philosophy | BBDO Moscow launched a digital project http://allforbear.com dedicated to the preservation of the polar bears. It’s an interactive online game that draws public attention to the problem and aims to involve many users. Idea: To draw media attention to the problem and increase traffic flow to the fundraising page, BBDO Moscow created an easy interactive game website http://allforbear.com, fully optimized for sharing on social media. |
| Problem | Problem: There are only 25,000 polar bears in the Arctic region, and ice – home to the polar bears – is rapidly melting away. Only ⅓of the population may survive by 2050.Climate change, poaching and pollution in the Arctic only adds to endangering the future of the polar bear. Last year ice level has reached its minimum and the gap between last minimum in 2007 is the size of the whole of Turkey! |
| Result | Solution: The website shows polar bears and their virtual habitat – ice – surrounded by the sea. Each click on the blue sea area turns water into ice. Bears get more ice to live on and the newly created floe gets the name of the visitor. The website generates a sharing link for social media accounts: Facebook, Twitter, VK.com. The basis of the game is the well-known Pay-With-A-Tweet concept. The viral growth formula is simple: the more people visit the site and share it with their friend lists, the more people donate there by “buying” a bear to live on ice. Donations support coastal monitoring, anti-poaching activities, environmental |
| Media Type | Web Site |
| More Information | www.allforbear.com |
| Creative Director | Megvelidze Nikolay |
| Copywriter | Shinyaev Evgeny |
| Copywriter | Tkachenko Michael |
| client service director | Gyvakova Ekaterina |
| group account director | Obukhova Vladlena |
| Account Manager | Urnova Maria |
| Account Manager | Chistova Ekaterina |
| 2Nova Interactive - Digital producer | Elena Pygovkina |
| 2Nova Interactive - Account Manager | Yuliya Trifonova |
| 2Nova Interactive - Art Director | Oleg Medvedev |
| 2Nova Interactive - Illustrator | Oleg Vorontsov |
| 2Nova Interactive - Technical Developer | Ivan Nikitin |
| 2Nova Interactive - Technical Developer | Nikita Zulyaev |
| 2Nova Interactive - Technical Developer | Sergey Moiseev |
| 2Nova Interactive - Technical Developer | Alexey Romanenko |
| 2Nova Interactive - Technical Developer | Yuliya Shapovalova |
| WWF | Anastasia Lykina |
| WWF | Victor Nikiforov |
| WWF | Alexander Evgrafov |
| WWF | Maria Vinokurova |