Mastercard Looks To Protect Wildlife Facing Extinction In Campaign From McCann XBC

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Robert Goldrich
Wednesday, Jun. 2, 2021

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Many Critically Endangered species may go extinct by the time a number of Mastercard gift cards expire--as reflected in this film, part of a campaign out of agency McCann XBC. Mastercard, in partnership with Conservation International, is turning the card expiration date into a tool to create awareness about the importance of protecting wildlife.  

The Wildlife Impact Card program enables consumers to make donations to help protect wildlife habitats, including those that are home to many Critically Endangered species. 

Across the world, habitat loss poses the greatest threat to wildlife, with 1 million animal and plant species now at risk of extinction. As more people increasingly express personal intent to help protect the environment and wildlife, the Wildlife Impact Card program offers consumers an opportunity to contribute to Conservation International’s efforts to conserve the habitats of many Critically Endangered species globally, including the Sunda Pangolin, African Forest Elephant, Peruvian Yellow-Tailed Woolly Monkey and the Black-and-White Ruffed Lemur.

The Wildlife Impact Card program, conceived by McCann XBC, is available to issuers globally. The first card offerings launch in the U.S. in partnership with Usio, with virtual prepaid cards available now to be added to any mobile wallet. Physical cards made from 100% recycled materials will launch this summer.

For each card purchased, $1 will be donated to Conservation International to help protect and restore wildlife habitats, including priority areas equal to 40 million hectares of landscape and 4.5 million square kilometers of seascape globally by 2030. Consumers are also offered the opportunity to further support the cause by contributing to Conservation International through the Mastercard Donate platform.

“As a company committed to fostering a sustainable future for all, we believe an important aspect of that is to protect Critically Endangered species and the habitats in which they live,” said Raja Rajamannar, chief marketing and communications officer, Mastercard. “Through our strong partnership with Conservation International, one of the world’s leading conservation organizations, we’ve created a way to connect consumers to their passion for wildlife and the natural world, enabling them to contribute and make an impact.”

Conservation International creates self-sustaining, scalable conservation models that can be adapted from one country to another by focusing on large ecological systems. From the tropical forests of Brazil to the islands of the Pacific Ocean, Conservation International’s integrated “Sustainable Landscapes and Seascapes” approach is offering solutions for how humanity and nature can thrive, together.

“Every extinction is a tragedy — for the species, for nature and for people,” said Dr. M. Sanjayan, CEO of Conservation International. “Wildlife are critical to securing benefits like cleaner water and more fertile soils. When we destroy animal habitats, we don’t just put these benefits at risk; we create entirely new challenges to our health and our ability to address climate change. Saving nature has always been about saving ourselves, which is why we are proud to partner with Mastercard to provide a simple way for consumers to take immediate action to help protect wildlife and their habitats.”

Credits

Client Mastercard Agency McCann XBC Pierre Lipton, EVP, global executive creative director; Adrian Botan, global executive creative director, chief creative officer McCann Europe; Cinzia Crociani, Pete Jones, EVPs, executive creative director; Artur Lipori, Carlo Rebello, VPs, creative directors; Marina Ferraz, sr. art director; Ana Miraglia, sr. copywriter; Mook Phoungbut, associate design director; Oriol Bombi, EVP, global strategy director; Justin Ballheim, VP, strategy director; Emily Kearns, social and digital strategy director; Kristen Levy, sr. digital strategist; Colleen Gleason, sr. strategist; Angelina Truchan, community manager; Wendy Leahy, SVP, sr. integrated producer; Liz O’Connor, producer. Production Company Craft Music Jamute Audio

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