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Don’t go the way of the Dodo Bird.

Like all nonprofits, Environmental Defense Fund (EDF) has a growing list of donors who have not responded to requests to renew their membership. Inspired by an exhibit at the Smithsonian Museum, Sage came up with the idea of referencing the plight of the Dodo Bird, which became extinct in the 19th century. This tied in nicely to EDF’s mission to protect the planet and reverse climate change before many other at-risk species become extinct, and won back a good number of lapsed EDF members.

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Outer envelope

Much more than polar bears is at stake.

Environmental Defense Fund (EDF) is committed to saving not just polar bears but the entire planet. The problem is that whenever they tested a lead image other than a cute polar bear, it depressed their results. By connecting polar bears to the Earth’s 50 million other species — and showing how only the human species can prevent extinction of all the others, Sage used the best of both worlds to deliver an 84% lift in response over EDF’s previous poster package acquisition control.

See the Membership Renewal creative that generated an index of 158.

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