Will you support us if we target brands over haze, WWF comms chief asks broadcasters

WWF comms chief Sudhanshu Sarronwala

WWF comms chief Sudhanshu Sarronwala

The global head of communications for WWF has challenged broadcasters to support the green group in its stand against the companies responsible for haze pollution in Southeast Asia.

Speaking at the Content Asia Summit in Singapore today, Sudhanshu Sarronwala, executive director of communications and marketing at WWF, was asked how broadcasters could support the group’s sustainability messages, which include the ‘We breathe what we buy’ campaign launched last year to pressure companies to stop using unsustainably sourced palm oil.

“Would a broadcaster put their name and their weight behind a partnership to create change?” he asked the audience.

“Let’s say we were doing a very hard-hitting campaign on the haze, with specific reference to the government or a group of companies. Would a broadcaster come forward and partner with us on that?” Sarronwala said.

“We don’t want them [broadcasters] to be the revolutionaries. We are. But will they bring their distribution to the table?” said Sarronwala, a former MTV, Star TV and JWT executive who was one of the brains behind WWF’s global Earth Hour movement.

“We’re talking about uncomfortable territory here. We’re talking dangerous territory. But that’s where we want to take them,” he said.

His comments come as WWF posted an updated landing page on its campaign website,, asking if people want to find out who is causing the haze, air pollution created by the burning of rainforest land in Indonesia.

We Still Breathe What We Buy

Sarronwala’s comments come as a restructure of WWF means that he will relocate from Switzerland to Singapore, where many of the group’s global communications team will now operate from.

Singapore is also the base for annual power-down event Earth Hour, now an environmental movement that started in Sydney in 2007, and now takes place in around 7,000 cities and towns worldwide.


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