Campaign: Poaching Quiz, African Wildlife Foundation
The African Wildlife Foundation's (AWF) audience knows that poaching is a problem, but even supporters are unlikely to know specific stats associated with the illegal wildlife trade. We developed this quick microsite quiz to test the user's "poaching IQ" and reveal some alarming poaching facts that inspired our audience to share and donate.
The highly visual, responsive microsite design allowed us (and the user) to focus on the animals, keeping the copy colloquial and clean. Breaking away from the trend of "fun" quizzes, these questions are tricky – causing users to question how much they really understand about the poaching crisis.
The quiz reached 24,375 unique users with an average time on page of 2:25 (almost a minute longer than the average time spent on the main AWF website).View live site