WWF-Canada has unveiled a bold new initiative, A will to survive, encouraging Canadians to leave a lasting impact on the planet by including nature in their wills. Developed in collaboration with the creative agency Courage, the campaign reframes estate planning as a personal and powerful way to combat climate change, protect wildlife, and restore natural habitats.
At a time when rising global temperatures, ecosystem degradation, and species extinction threaten future generations, WWF-Canada is urging individuals to consider legacy giving not just as an act of generosity, but as a responsibility.
“This isn’t just about generosity, it’s about responsibility,” said Mark Charles, vice president of marketing at WWF-Canada. “A will reflects what mattered most to us in life. Through A will to survive, Canadians can make a direct, lasting impact to ensure a world where both people and nature can thrive.”
The heart of the campaign is a poignant, social-forward video that challenges viewers to rethink legacy giving. It portrays the idea of leaving behind not only material wealth to loved ones, but also a healthier, more sustainable planet.
“Legacy giving isn’t something people often talk about, but it should be,” added Tom Kenny, chief strategy officer at Courage. “We saw an opportunity to frame this message with emotional depth and urgency, helping WWF-Canada connect authentically with Canadians who care about the planet’s future.”
The campaign emphasizes that every contribution, regardless of size, becomes part of a collective movement to protect and restore the natural world. By framing legacy gifts as a will to survive, the campaign positions them as a clear and meaningful declaration of environmental commitment.
“It’s been a long-standing dream of ours to work with WWF-Canada on a campaign that not only captures attention but drives meaningful action,” said Tommy Lu and Matt Miller, creative directors at Courage. “We wanted this campaign to inspire people to think about the world they will leave behind, and to recognize the power they have to influence the future of the planet.”
In addition to traditional media placements, A will to survive is supported by a dedicated microsite where Canadians can easily start or update their will and learn how to include environmental causes in their legacy plans.
The campaign is currently running across television, digital media, print, outdoor advertising, and social platforms throughout Canada, aiming to spark conversations and actions that will benefit nature for generations to come.
