Recently a new green file format was unveiled – WWF. Simply put, it is a PDF that you can’t print out. By downloading the software, you can convert almost any file to a WWF.
A neat idea, given the huge amounts of paper still being consumed, despite recent efforts to curb paper overuse. Many organisations have adopted a ‘think before you print’ or ‘no email printing’ policies, but those policies don’t definitively stop email printing.
But the real kicker with this idea is the software is a lot more than a resource friendly tool. It’s actually a great example of a brand, creating a movement that could result in significant social change.
Here’s a little history. The WWF software was created by the German branch of the World Wide Fund for Nature (aka the WWF). The group’s vision is “To halt and reverse the destruction of our environment”. Much of their work focuses on the conservation of the world’s biodiversity, particularly forests, so the creation of this software is extremely brand relevant.
To produce a tool that can be so easily downloaded is already a great achievement, and to name it after their brand, will provide excellent exposure. Imagine if just one in every 1000 Australians used it, let alone the world. It would have profound results in changing our paper consumption. Which in turn, would assist in reversing the destruction of our environment. An outcome 100% true to the WWF’s brand vision.
Well done WWF. No “Green Washing” here.