WWF offers to make Pakistanis ‘green card holders’

BBDO Pakistan and the WWF have created a campaign riffing on the popularity of green cards in the country.

While the term ‘green card’ is most closely associated with the highly coveted ‘lawful permanent resident’ status in the United States, the attempt was to popularise the WWF Green Card. Available for purchase online, the cards mark people out as being concerned about the country’s environment.

The campaign was launched via a video on social media.

Green Card

Get your Green Card!Take responsibility for your country's future and become a WWF Green Card holder now! launches the first of its kind Green Card programme. Through this card you take part in our fight for Pakistan’s environment and protect its future. This green card is the newfound identity of every responsible Pakistani. With your donations, we will ensure that we protect the wildlife, water and air of Pakistan.#WWFGreenCard

Posted by WWF-Pakistan on Tuesday, 16 July 2019

The campaign offered a tiered membership across wildlife, air and water, connecting up with specific goals such as saving the Indus dolphin or cleaning polluted lakes. 

It was supported by WWF Pakistan’s goodwill ambassadors including actors Ali Rehman and Adnan Malik as well as social media influencers. 

WWF Pakistan director general Hammad Naqi Khan said: “The organisation is making efforts to protect Pakistan’s threatened forests, incredible wildlife, and precious freshwater and other natural resources. 

“Any single organisation cannot do this alone but this can be achieved by working together with Pakistanis.”

BBDO associate creative director Moiz Khanadded: “With this campaign, we are looking to change the meaning of a ‘Green Card holder’ to somebody who takes pride in preserving the country’s natural environment.”


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