WWF

WWF/Adena trabalhado para criar uma consciencialização nas pessoas sobre as implicações das mudanças climáticase de que tudo chegará a um fim de não fizermos algo para parar. Para comunicar isso e para que as pessoas aderissem à WWF/Adena nesta época natalícia, foram colocadas páginas a dizer "FIM" no meio de livros em livrarias espanholas, comunicado assim que a história pode acabar bem antes do seu fim.

WWF/Adena has spent years making people aware of the implications of climate change and that everything may come to an end if we don't do something to stop it. From the smallest things, to the biggest, the planet. In order to get people to join up over the 2007 Christmas period, they enclosed a WWF/Adena insert in certain book collections in several bookshop around Madrid. The insert looked like just another page in the book. A leaf of the same paper, same weight, same colour, same font... On the page was written "The End", surprising the reader that the book had ended long before the last page. In this way they wanted people to understand that any story, anything, can end before it is supposed to if we do nothing. So, on the other side, they asked them to help stop climate change by joining WWf/Adena. WWF/Adena received a reply from 20% of the enclosed coupons, considerably increasing during the first two weeks the number of members and partners.