DOOH Advertising

WWF OOH campaign earns top rating for effectiveness

Image courtesy of System1

May 7, 2025

The World Wildlife Fund's OOH advertising campaign, "Prescription for Nature," has earned an exceptional five star rating from System1's Star Rating, which places it in the top 1% of charity advertisements ever tested.

System1 offers The Creative Effectiveness Platform solution. The average score for OOH adverts is 2.2 stars, according to a press release.

System1's Star Rating predicts long-term brand growth and is calculated by measuring emotional response to each ad, with a score of 5.0 or above considered "exceptional."

Along with its high star rating, the woodland-themed advert also earned a fast fluency rating of 71% (the percentage of the audience that recognizes the brand within two seconds), compared to an OOH average of 43%.

According to System1's 'Test Your Ad' platform, the advert's strength lies its ability to evoke intense, positive emotions.

"This ad demonstrates the power of positive feeling and consistency within a category focused on driving immediate response and donations. While charity ads often tap into negative emotions such as anger or sadness for short-term results, they are on average less effective at long-term brand building. Steering away from such category tropes is not only going to build brand equity for WWF, but it will be more memorable, as it goes against what audiences are used to and expect from charity advertising," Andrew Tindall, SVP at System1, said in the release.

Another recent OOH advert from the WWF 'Prescription for Nature' series also scored highly with System1. The creative, which shows a flock of young ducklings, earned a "strong" Star Rating of 4.3.

"Nature has the power to restore us, if we help restore it in return. We're thrilled to have achieved the maximum Star Rating from System1 and to see our Prescription for Nature campaign's positive emotional impact. It's exciting how our creative and strategic foundation has continued to grow through consistency, and we have big plans for its rollout this year to help everyone get their daily dose of nature," Lisa Lee, executive director of brand, campaigns and communications at WWF, said in the release.