The Ask: For the 2021 Young Lions Competition, the World Wildlife Fund asked participants to create a big, exciting event for the campaign they launched February 2021, Love It or Lose It.
So, my art partner, Madeleine Arch and I got to work. Our idea is to create a live stream event, called Love It Live, where each like the live stream receives extends the time of the live stream.
This "watchathon" event (with some insights taken from Twitch Streamer "subathons") aims to motivate users to continue supporting the World Wildlife Fund’s mission and raise money for wildlife preservation through donations and/or company sponsorships.
The rollout of Love It Live comes in phases. Phase 1 begins with:
An announcement post, pre-live driver posts, and an updated Instagram bio
In phase 2, we've got:
An Instagram Story Filter, Featured GIFs, and a Donation Feature
Almost to the finish line! Phase 3 is officially game time. World Wildlife Fund goes live and begins their live stream:
With custom Instagram Live colors and Like button colors, we'll stand out as users scroll through their feed
Love It Live will start at 12pm EST on the International Day of Climate Action (10/24/2021).
We will tell the viewers that the stream will last 2 hours, but for every 25 likes they give, it will add 5 minutes to the timer, further driving home the love it or lose it mantra.
As the stream continues, companies or individuals can choose to sponsor a certain Hour of content (i.e., Coca-Cola sponsors Hour 6 of the live stream).
This can also create an open opportunity for companies and individuals to do a donation match based on the amount of likes on the live stream.
The day Love It Live ends, we will have one final post to be sure we thank those who joined us:
This post will be stylized much like the other parts of the campaign, but now the live light is grayed out.
As a final reveal, you may notice in the bottom right corner of the post – our battery is almost fully charged now as well.
By broadcasting WWF's fight to restore what we've lost, we'll be able to recharge a worldwide community built to love and support nature every day.