READ THE FUTURE Young Lions Live Award 2021

VIDEO DESCRIPTION:

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Creative idea
WWF designs ‘Read The Future’, a series of story books featuring nine places in the world we can’t afford to lose.

The book features the cause, effect, and solution to the climate crisis through cute illustrations with stories about indigenous kids in each area who take city kids around beautiful home.

The uniqueness of the book is that it can begin to read from both side of the cover. ‘Lose it’ tells a story about the cause and effect of climate crisis, while ‘Love it’ shows several ways to protect the nature. Both beginnings get to the same ending at the middle of the book with call to actions for parents and kids to rethink about the true meaning of ‘love it or lose it’.

Wit this, ‘Read The Future’ serves itself as an educational and entertainment tool for families with young kids to learn and take action to alleviate further loss.

Story books become a tool for parents to expand their concept of love and protection beyond their own family, while kids get to learn about climate crisis in a fun way from young age.

Describe the strategy
Love and protection are powerful yet, can’t be built over a night. To roll out ‘Love it or lose it’ campaign strongly, we put our primary focus on ‘families with small children’. Because parents already understand feelings of unconditional love and protection for their children. Making it a great gateway to connect these feelings to nature and apply it. At the same time, children are like sponge that are always ready to learn new things. Thus, knowing how to love and protect nature from the young age nurture them to become future adults with responsibility toward the nature.

Explanation of implementation/ integration
‘Read The Future’ will be allocated in both hard cover and e-book versions. The hard covers will be distributed to libraries, schools, and local book shops, and e-books can be read on wwf.org/love. As the readers finish reading, the website interface will take them to begin their first step to protect the world, starting from small donation on the website. At the same time, KV from book covers will be adapted to OOH with QR code around the city to expand awareness on mass level.

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