WWF – Go Wild

Helping to raise conservation and animal welfare awareness to a younger audience via the web.

A section of the home screen from the 'WWF – Go Wild' desktop website.

Worked for

id media

Client

World Wildlife Fund

Project length

Around 2 months

End date

June 2011

Wanting to reach out and raise awareness to a younger audience, WWF launched a subscription based kids club called Go Wild where members would receive a variety fact-packs, books, and options to adopt animals. We were tasked in designing a site which had a primary goal of boosting memberships, but also provide an open platform to educate potential members on conservation and animal welfare.

A full screenshot of the 'WWF – Go Wild' home screen.
The full home screen experience. Providing a tactile look and feel with vibrant colour made for a more engaging experience for the target age range of 5 to 11 year olds.

To create a sense of global awareness, we created 6 key landing pages all based on a different region of the world with each one containing a variety of animal and environmental facts, sound clips, videos, and games. WWF also had a set of popular illustrated animals from their print material which we really wanted to incorporate, so we decided to designated an animal to represent and guide the user through each region (for example, “Roary the beautiful Bengal tiger” representing Asia).

A full screenshot of a 'WWF – Go Wild' landing screen focussing on Asia.
Each destination gave more context on a particular global region. In this example — Asia — users could learn more about animals and habitats related to that region like tigers, pandas and the jungle.

While the look and feel of the site was led by another senior designer, I worked on the concept and design of the Flash games. Each one required an educational element either during gameplay, or as a reward when finishing.

Screenshot of the 'Waterworld quiz' introduction where children could learn about marine life. Screenshot of a countdown for an underwater themed Flash game.
Games played an important part in informing children about endangered species and their fragile environment.

This project was a great collaboration exercise as the look and feel had been created in tandem with everything else, so I had to make sure that each game was cohesive with what the rest of the design team had been working on.

Gameplay for an underwater themed Flash game. Gameplay for a quiz Flash game. Gameplay for a quiz Flash game. Gameplay for an underwater themed Flash game.
Multiple choice quizes, platform games with specific animal themes and many more all aimed to help indirectly educate children on the importance of animal welfare.