YOGA FOR BIODIVERSITY
A Yogagold fundraising campaign for WWF Gemany:
The figures of the the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services IPBES are alarming: we are now in the greatest extinction of species since the end of the dinosaurs 65 million years ago - about one in eight million animal and plant species is threatened. Under the motto "Yoga for Biodiversity," WWF Germany is providing information about the impending mass extinction and is calling for donations on the occasion of International Species Protection Day.
YOGA FOR THE PROTECTION OF ITS ROLE MODELS
From the dolphin to the seal to the turtle, nature is the godfather of around forty yoga poses whose role models are now threatened with extinction. In the yoga classes specially organized for the WWF, each participant can find his or her inner balance and at the same time strengthen the outer balance of nature. This is because the more than 500 participating yoga studios donate all the proceeds from their yoga classes to the WWF's species conservation programs.
AN UNIQUE FUNDRAISING CAMPAIGN
The innovative 360-degree campaign was developed and implemented Yogagold Zurich and WWF Germany. «The unique thing about this project is certainly that we were able to combine our three great passions - creativity, sustainable communication and yoga - and use them for a good cause,» says creative director Susen Gehle, of Yogagold, adding proudly, «We are extremely happy that we were able to inspire so many yoga studios and well-known yoga teachers like Dr. Patrick Broome and Dr. Ronald Steiner for our campaign.»
IMAGES AS RARE AS THE ANIMALS
«The biggest challenge in implementing the campaign was certainly finding photos of the endangered species. These are usually just as rare as the animals themselves. Until we found a picture of the banggai crow or the green peacock where the animal also had to be in the right position, a lot of research work was required.» reports creative director Andy Lusti of Yogagold about the genesis of the WWF fundraising campaign and continues, «Art director Lukas Wietlisbach and photographer Per Kasch then made sure that each yoga pose exactly matched its animal role model and that the modern look appealed to yoga and animal lovers alike.»
DIVERSITY MADE TANGIBLE
In order to make the diversity of endangered species tangible, the campaign deliberately relies on a wide variety of motifs, thus showing that the sixth mass extinction affects not only tigers and polar bears, but virtually all species. All further information as well as the yoga lessons for the WWF fundraising campaign can be found on the campaign platform www.wwf.de/yoga-fuer-artenvielfalt
A BIG THANK YOU
Many thanks to WWF Germany and to Nina Schoenian for their trust and to all who make this fundraising campaign in favor of species conservation possible - especially to all participating yoga studios and to the yoga teachers Dr. Patrick Broome, Dr. Ronald Steiner, Kristin Rübesamen and Sinah Diepold.
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