DZIKI WROCŁAW - VIRAL CAMPAIGN
● CONTEXT
Dziki Wrocław – dzika przyjemność is a social ad campaign based on ambiguous copywriting. It was made with experts and activists associeted with Wrocławska Ochrona Klimatu Coalition. Main campaign goals are to raise awareness of nature amongst citizens of Wrocław and to start the proccess of wining the formal protecting for them. The campaign got around 3 million recipients, and 1M just in the first days, while investment didn’t exceed 30 thousand złotych (~6k €). Yes, it went viral.
▲ DESIGN ELEMENTS & TASKS
→ work coordination and campaign owning: from idea to implementation (03.22-09.22)
→ research
→ copywriting
→ outdoor planning
→ outdoor ads design
→ graphic design for press and social media
→ printed map for citizens design
→ organising eight nature walks
→ budgeting
■ INFO
Campaign was made thanks to involvment of a dozen or so people from the WOK coalition: Beata Baranowska, Darek Hajduk, Jakub Janas, Paweł Kisiel, Hanna Mokijewska, Izabella Młynarczyk, Małgorzata Piszczek, Robert Suligowski, Marta Ślipek, Agata Tannenberg-Ratajczak, Ewa Zachara. Nature expertise made by Wrocławska Przyroda.
The project was financed by a grant from the Active Citizens – National Fund program, financed by the EEA Grants.
