WWF Malaysia Partners with Mobext Singapore for ‘Tweet to Donate’

In keeping with its Meaningful Brands proposition, Havas Media Group’s mobile marketing brand Mobext Singapore has partnered with WWF- Malaysia to develop an innovative fund raising campaign that aims to raise funds for Malaysia’s tiger conservation efforts. 

Called “Help Fund the Wildlife Warriors”, the campaign uses a tweet to donate platform to process donations. The platform works in three easy steps and requires donors to connect to their Twitter account, compose their tweet using a given hashtag and then sync their credit card to the tweet and post. Each of the three different hashtags namely #ilovetigers #savethetiger #savewildlife carry a value of 25, 50 and 100 MYR respectively.  When users go on twitter and tweet any of these hashtags, the relevant amount is charged to the donor’s credit card. 

The campaign targeted at digitally savvy Malaysians, launched on 15th September will run for six months, and will be promoted via WWF-Malaysia and Havas Media Group channels as well as public relations efforts.  

The wild Malayan tiger population could be as few as 250 and WWF-Malaysia’s key efforts are focussed on protecting the tigers from the threat of poaching. At  the forefront of its conservation efforts are Wildlife Warriors or experienced field biologists, who battle difficult challenges in their conservation quest to help save the Malayan tigers. 

Yeap Chong Wei, WWF-Malaysia General Manager of the Marketing Department  said, “We are pleased with the way Mobext has integrated an online payment platform with social media and hope that Malaysians will respond well to this new donation channel. It takes years for conservation efforts to secure a viable Malayan tiger population, so if we do not take action now, we will likely lose our Malayan tigers forever.  We cannot afford to lose our Malayan tigers. Tigers require large swaths of forest to survive. By conserving tigers in their natural habitat, we are saving the entire ecosystem which is crucial for our own survival. This is because ultimately, forests provide us with water, oxygen, medicinal plants and other important resources. As the apex predator, tigers also ensure that the forest ecosystem is in balance. As guardians of our natural treasures for future generations, and proud Malaysians whose national crest features tigers, it is our shared duty to save our Malayan tigers.”

Commenting on the campaign, Kabeer Chaudhary, Senior Manager at Mobext Singapore, said: “The concept of integrating social payments with a charity organisation was in itself a very exciting opportunity for our team. It was very important for us to craft and design a seamless user journey from registrations to payments to social validations. This campaign was a perfect strategic fit between Havas Media's Meaningful Brand principles and Mobext's initiative to create innovative digital experiences.”

Mobext plans to roll out the 'tweet to donate' platform for other charity organisations and enable them to plug-in and use this unique donation mechanism.