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Making corporate responsibility appealing: WWF's 'Unseen'
20 January 2014 12:46 PM
For do-gooders the world over it's a familiar problem. How do you make charity, or in this case corporate responsibility, appeal to a wide audience with a short attention span?
WWF (World Wide Fund for Nature) may have the solution. Charged with the task of coming up with a new 'sustainable palm oil campaign' (hardly the most scintillating of subjects on paper, many might agree), the charity have released a three minute spoof film trailer encouraging viewers to drive change by pressuring companies to act responsibly.
'Unseen' gives the illusion of being a genuine movie trailer before a twist in its final ten seconds. The message of the film then becomes apparent. Consumers are advised to check the ingredients of the products they use to ensure they aren’t unknowingly supporting companies using unsustainable palm oil, a product placing severe pressure on the remaining rainforests of the world and threatening the survival of species including the orang-utan, Sumatran tiger, rhino and elephant.