New "WWF" Campaign Shakes Up NYC

A new "ad" for WWF out of Brazil has caused quite a stir after winning winning a best of 2009 title at the One awards in NYC. The campaign, which WWF claims to have revoked after being shown it by their Brazilian agency, shows a multitude of planes flying into Manhattan with a caption reading:

"The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it."

Its rare that a campaign (even a fake one!) generates this much controversy, but perhaps that's what they were trying to do. By putting the tragic events of 9/11 into the context of other recent disasters they have truly highlighted the devastation that happens around the world in a way that is relevant to folks in North America.

Inappropriate - yes
Effective - definitely