• by Larissa Faw , August 10, 2016

Fundación Vida Silvestre Argentina (WWF) and its agency Young & Rubicam Argentina (Y&R) are introducing a social advocacy campaign leveraging the attention from the Olympics Games to raise awareness about climate change.  

The "Add the Ring" initiative adds a so-called “missing ring,” representing the Antarctic continent, to the Olympic symbol "so that we can start seeing the world as it really is," the agency and its client stated. 

Ads feature current and former Olympic athletes behind the message "Add the Ring" in a simple and straightforward manner to think about the sixth continent. 

The pro bono campaign includes TV and radio spots, print advertisements, and an interactive website. People are encouraged to use the #addthering across social media.  

Fundación Vida Silvestre works with NGOs, scientists, technicians, and government representatives to promote the adoption of conservation initiatives.