Support builds for WWF’s ‘We breathe what we buy’ campaign as haze worsens in Singapore

WWF has seen a spike in pledges made by Singaporeans towards a campaign to combat the haze, poor air quality that results from forest burning in neighbouring Indonesia.

WWF's 'You breathe what you buy' poster at Outram Park MRT today

WWF’s ‘We breathe what we buy’ poster at Outram Park today

Just last night, 200 signatures were added to a number that initially started to build slowly when the campaign launched three months ago, WWF told Mumbrella. The number of pledges made on WWF’s campaign website stands at 1,784 at the time of writing, up from around 800 at the end of August. Among those to have pledged to switch to brands that use sustainably sourced palm oil are K. Shanmugam, Singapore’s minister for foreign affairs.

The charity has a target of around 50,000 signatures. It will then use them in a campaign targeting businesses that use palm oil in their products.

The NGO is taking its campaign to the streets today, which is polling day in the general elections, Together with partners, grass-roots campaign group People’s Movement to Stop Haze (PM Haze), WWF will be giving out masks and engaging Singaporeans on the causes of haze.

WWF launched the ‘We breathe what we buy’ campaign mid-July in the run up to the annual burning season.

The campaign includes posters (pictured above) created by Dentsu Mobius to highlight the products that contain palm oil and the role consumers play in contributing to the problem. Video ads, created in-house, show the consequences of having to live in world that is constantly hazy. Social media activity, particularly in Facebook and Twitter, is running in support.

Yesterday, the National Environment Agency warned that the haze could worsen over the coming days. The PSI level reached 137 today, the worst yet this year.

Tan Yihan, co-founder of the People’s Movement to Stop Haze, a charity that is working with WWF, said at a press conference in Singapore in July: “It’s very hard for consumers to discern which companies and products use certified sustainable palm oil. So we want this campaign to open companies’ eyes to the demand from consumers for sustainably sourced products.”


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