WWF-Pakistan gives new meaning to Green Card
Say the words Green Card in Pakistan and everybody thinks of the much-coveted American Resident Card. So, when well-known Pakistanis who are proud of their nationality started posting that they were excited to receive a Green Card, it immediately sparked an online wave of chatter. The Green Card they were referring to, however, was not a ticket to live in the USA, but something much more valuable: a symbol to protect the natural environment of Pakistan.
The guerrilla stunt by WWF-Pakistan and BBDO Pakistan is a nationwide initiative to crowdfund environment protection in Pakistan and has already drawn an immense amount of attention to the cause – even the Federal Minister for Climate Change, Pakistan, posted about it. Available to purchase online, the WWF Green Card is a symbol for responsible Pakistanis to take part in a nationwide drive to help protect Pakistan’s environment.
The WWF Green Card comes in three different categories: Air, Water and Wildlife where the Air category focuses on reducing air pollution and planting trees, the Water category helps protect marine and freshwater ecosystems in Pakistan, while the Wildlife category aims to protect animals.
This campaign is supported by WWF-Pakistan’s Goodwill Ambassadors including Ali Rehman and Adnan Malik along with other celebrities including Ushna Shah and Omair Rana and many social media influencers in Pakistan.
Hammad Naqi Khan, Director General, WWF-Pakistan said that, “The organization is making efforts to protect Pakistan's threatened forests, incredible wildlife, and precious freshwater and other natural resources. Any single organization cannot do this alone but this can be achieved by working together with Pakistanis.”
Moiz Khan, Associate Creative Director at BBDO, commented that, “With this campaign, we are looking to change the meaning of a ‘Green Card holder’ to somebody who takes pride in preserving the country’s natural environment.”