Two reasons we’ll never stop working with children and animals

In the season of goodwill, Derek Humphries spotlights the joys of working with and for children and animals.

Last night, I went to say goodnight to my 10-year-old. She was in that drowsy about-to-fall-asleep state, with a cuddly snow leopard tucked under her arm.

It must be about seven years since the kids kept asking me ‘Daddy did you do that?’ every time the WWF sponsorship appeals came on TV. The appeals have been through many iterations since then, in the UK, Australia, and elsewhere across the world. You’ll see them on screen this Christmas season too.

Beyond the cuddliness, these appeals are a great example of how to link a not-for-profit need with a consumer-benefit. They grab attention with the threats to the majestic snow leopards and then pivot into what you, the sponsoring child or family, will gain. It’s not an easy balance to pull off, but when it works it’s really powerful.

Christmas, snow, big cats, and making the world a better place…what’s not to love?!

And how about bears? Paddington Bear to be precise. You’ll see him in another recent appeal we produced for Paddington’s Postcards, a beautifully crafted product, developed in partnership between Unicef UK and The Copyrights Group. With families and kids enduring various forms of lockdown, this is a great way for us all to remind ourselves that there is a wonderful world out there to be explored once we put the pandemic behind us.

As well as being a strong appeal, this work proves that it is possible to create and shoot original work during lockdown. But perhaps the thing we love most is the way it ends with the best disclaimer ever: ‘Marmalade sandwiches not included.’

UNICEF’s Paddington’s Postcards and WWF’s Adopt A Snow Leopard; just two reasons we love working with children and animals.

Bio

Derek Humphries is a director and creative strategist at DTV Group and helps causes worldwide communicate and fundraise with undiluted inspiration.

Derek with his daughters’ cuddly snow Leopard, which has had 7 years of cuddles this Christmas.