5 × 1000 is often perceived as a distant, bureaucratic gesture

A mark on paper, far removed from its real impact on nature. For WWF, the challenge was to make that impact visible and tangible: to show how even a simple signature can actively change the destiny of endangered species. 

A print campaign that turns a signature into a concrete act of restitution

Working with a calligrapher, people’s signatures came to life as illustrations. Each name took shape as what endangered species are losing: their habitat, their family, their life.  A simple name on a form became a new possibility for life. 

An activation to change the future

The campaign was brought to life on the streets of  Milan and Rome through OOH and animated print formats, supported by a dedicated video and amplified across WWF’s digital channels, turning each signature into real impact.