Storytelling is hot in marketing. Not only in the commercial world but also in cause marketing. In particular for non-profits because cause marketing is about real world and real people problems.
That is the idea behind the new campaign from the World Wildlife Fund (WWF) UK.
Last week the launched Earth Book 2012, a collaborative online storybook for people to share their experiences of the natural world. Launched to coincide with the Living Planet Report 2012 and with just a few weeks until the Rio+20 Earth Summit, WWF’s Earth Book asks people to sign or contribute to the book to show they care about the planet’s future.
The Earth Book is part of the Panda Made Me Do It project. (On Twitter: #pandamademe)
WWF’s Earth Book was launched from the International Space Centre by WWF Ambassador and Dutch Astronaut, André Kuipers. His story can be found on the first page of Earth Book, calling on everyone to make better choices in how we govern, produce and consume.
See video below.
WWF’s Earth Book allows visitors to add their story in a range of ways, from signing the book to uploading photos or drawing a creative doodle. Reflecting the content of the Living Planet Report 2012, chapters include Urban Nature, Animals, Wild Places, Rivers & Lakes, Oceans & Seas, Weather, and Forests. Earth Book allows anyone to submit, share and browse personal stories about our planet.
This initiative look promising. Over 1,100 stories are in the book right now.
I’m a big fan of personal stories. It is the most powerful side of social media. What I’m really curious about is how strong a stage which WWF builds can be.
Time will tell.
One of the promo video’s from the Earth Book: