African Wildlife Foundation (AWF) is Africa�s leading wildlife and land conservation organization. While their programs are complex, they require simple and compelling ways to communicate the importance of conservation to their audience. A recent surge in rhino poaching provided a key opportunity to spread awareness about the dangers of poaching, educate people about the solutions, and inspire them to take action. We responded to the challenge by creating a jarring yet informative rhino infographic.
Two versions of the infographic were created to work as a stand-alone piece and part of an email series welcoming new constituents to AWF�s ranks. This also allowed us to test imagery in the header to see if audiences responded to graphic depictions of poaching. We have depicted the winning image � the more graphic option � in our submission.
Special attention was paid to making copy and design work together seamlessly as the user moves through the reasons for poaching, AWF�s solutions, and further ways to engage with the issue. Eye-catching rhino photos, custom icons and bright colors attract the user and compel him/her to scroll down. A donation ask and buttons at the bottom of the graphic take advantage of the reader�s new found awareness and serve as powerful fundraising and social sharing tools.