WWF is to launch what it claims is the first emoji-based fundraising campaign, encouraging people to tweet emoji of endangered species, and donate to the wildlife charity at the same time.
The charity, and agency Wieden & Kennedy London, identified 17 endangered species among the existing emoji alphabet, including the blue whale, giant panda and tiger, as well as lesser-known animals such as the Antiguan racer snake and Siamese crocodile.
Working with the international emoji creator Unicode and Twitter under the creative commons license, WWF will today (May 12) launch the campaign in the U.K., France and Holland, tweeting an image showing all 17 "Endangered Emoji," and encouraging its followers to retweet.
For each emoji people tweet, WWF will add the local currency equivalent of 0.10 euros (10 cents) to a voluntary monthly donation. At the end of each month, people will receive a summary of their use and choose how much to donate. Anyone interested can sign up at endangeredemoji.com. To promote the project, WWF will turn its iconic panda logo into a giant panda emoji on Twitter, while celebrity ambassadors including Xavier Di Petta, creator of @EarthPix and @HistoryInPics, will also retweet it.