Copywriting

This assessment required me to design a brochure and poster for WWF, introducing endangered species to children and encouraging small yet meaningful actions. Noticing that much environmental content feels text-heavy and easily disengaging for children, I sought a more immersive approach. I chose Pac-Man not just as an attractive visual reference, but as a strategic metaphor, turning gameplay mechanics like chasing, surviving, and levelling up into parallels for real-world environmental responsibility. By using copywriting and visuals to position children as active players rather than passive readers, “GO IMPAC” becomes unique in reframing impact as progression, where every small action becomes a lively step toward upgrading the future of our planet.

This project responds to WWF’s brief to develop a print ad campaign engaging young audiences with wildlife habitat loss. The challenge was to inspire action without sounding didactic. 

The idea emerged inside a Highlands coffee shop - my “natural habitat.” Observing plastic cups and straws left behind, I recognised them as the “elephant in the room” for environmentally aware youth who still depend on café culture. This tension inspired the line, “Just lost his highlands. Do you mind sharing yours?”

The final deliverable is a trifold brochure disguised as a coffee bill, featuring an elephant in a café on the cover and an integrated loyalty card to extend engagement beyond first contact.