More and more birds go extinct every year. Globally, at least 40% of bird species are in decline and one in eight birds are on the verge of extinction. We had to come up with a solution that would provide a sustainable flow of donations and raise awareness of the issue of bird extinction. But charity in Russia is still in its infancy. Just 2% of the population subscribes to a monthly donation. To create a sustainable revenue stream, WWF, Yandex.Music and Universal Music transferred the music streaming model to the charitable sector. We turned the birdsong of endangered species into music samples and made them available to artists for free, on condition that all proceeds go to WWF to fund bird protection. It became the basis for our record label monetizing birdsong. We launched Birds Records with a track from Ivan Dorn. Soon we had got more than 500 tracks from popular and upcoming artists. We selected the best and released them as an album. Streaming the album also generates money for birds. Birds Records got over 1B impressions. Russia’s most popular late-night show dedicated the whole segment of the show to the project. The results are more than impressive: traffic to the WWF website increased by 50% resulting in a steady growth of donations. For the first two month we got over 1 million rubles, it’s 65% more than the previous most successful WWF campaign for birds. But most important is that we changed the donation model itself, making it as simple as clicking the “play” button on a streaming service. Our solution provided WWF with a stable flow of money to protect rare bird species.
BBDO Moscow: Alexey Fedorov – Executive Creative Director Petr Martyuk – Copywriter Alexey Litovka – Art-director Denis Bykov – Digital Creator Natalia Tsyganova – Managing Director Alexandr Kuznetsov – Business Director Anastasia Vikulina – Account Director Valentina Zubareva – Account Manager Irina Noruzi - TV Production Director Mary Asatiani – Producer Yuriy Marin - Head of Production Elena Novoseltseva - Digital Producer Andrey Krusanov - Digital Art Director Sofia Baeva - Digital Designer Maria Penkova - Producer Assistant Alexey Shevchenko - Senior TV Studio manager Petrick animation studio Universal Music Group Union for the protection of birds of Russia