Wildlive!: Raising Awareness and Funds for Conservation
From Shareideas
To raise funds for and awareness of wildlife conservation efforts, Wildlive! provided mobile games, ring tones, and information on conservation projects operated by Fauna Flora International.
Contents |
Story
From 2003-2004, wildlive!, an initiative of Fauna Flora International (FFI), Vodafone UK, and the Vodafone Group Foundation, connected conservation projects with their supporters around the world. Through the initiative, subscribers to VodafoneLive! were able to track the progress of FFI conservation projects, access conservation news, and enter competitions. Wildlive! also served as a fundraising vehicle. Customers paid a fee to download animal screensavers, animal sounds as ring tones, and conservation-based games, with 100 percent of profits going to FFI.
In 2004, the service was made available in a number of European countries and was highlighted as part of FFI’s Centennial Anniversary celebration. That year alone, Wildlife! generated £100,000 to support FFI’s mission.
The animal ring tones feature was especially popular, enabling users to download the sounds of elephants, lions, and frogs, among other members of the animal kingdom.
Through the Wildlive!’s five mobile games, users learned about endangered species while trying to keep them alive. Among the games developed for the project was Silverback, which enabled players to trace the growth of a young gorilla, while learning about its dietary needs, habitat, and the challenges posed by fires, traps, and poachers.
First launched in the UK, Wildlive! was extended to Germany, Hungary, Malta, the Netherlands, and Spain.
How they did it
Wildlive! utilized a combined web- and WAP- approach, providing conservation content on the Internet and via mobile phones. News, diaries, discussions, and other content were made available on the website which was then rendered for mobile device accessing via the Vodafone live! network. Wildlive! was developed in collaboration with kiwanja.net, which specialises in helping the non-profit community better use technology - in particular mobile - in their work.
Technology used
Vodafone live! portal
Website
Java games
Polyphonic ringtones
Real tones
Wallpaper images
SMS competitions and news alerts
