By:

Faryal Shahid
Rabeeya Maqsood
Tabina Halim

BACKGROUNG
What is WWF?

World Wildlife Fund (WWF) is one of the world's largest and most
respected independent conservation organizations.

It is an independent foundation registered under Swiss law

WWF is a global organization acting locally through a network of

over 90 offices in over 40 countries around the world which vary
in their degree of autonomy.

The central secretariat for the network

International) is located in Gland, Switzerland.

WWF's first office was founded on 11 September 1961 in the

small Swiss town of Morges.

(called

WWF

What do the initials WWF stand for?

WWF originally stood for "World Wildlife Fund".

However, in 1986, WWF had come to realize that its name no

longer reflected the scope of its activities, and changed its name
to "World Wide Fund For Nature".

The United States and Canada, however, retained the old name.

The resulting confusion caused by the name change in 1986,

together with its translation into more than 15 languages, led the
WWF Network in 2001 to agree on using the original acronym as
its one, global name - the acronym that it had always been
known by since its inception way back in 1961: WWF

What is WWF's mission?

WWFs mission is to stop the degradation of the planets natural
environment and to build a future in which humans live in harmony
with nature, by:

conserving the worlds biological diversity

ensuring that the use of renewable natural resources is

sustainable

Promoting the reduction of pollution and wasteful consumption.

What issues does WWF work on?

WWF focuses its work around the magnificent diversity of life on this
planet, the extraordinary places they live in, and while trying to reduce
humanitys impact on this life and these places.

How many projects does WWF have?

Since 1985, WWF has invested over US$1,300 million in more

than 11,000 projects in more than 100 countries.

WWF runs about 1,300 projects at any one time.

Who does WWF work with?

In carrying out its work, WWF cooperates with many partners, including
UN organizations, IUCN, and development agencies such as USAID and
the World Bank. WWF also works with business & industry partners.

Who is in charge?

WWF is governed by a Board of Trustees under an International

President, HE Chief Emeka Anyaoku.

President Emeritus is HRH The Duke of Edinburgh.

The Director General of WWF International is Jim Leape.

WWF supporters

WWF has over 5 million supporters

Passport, WWF's international campaigning tool,

100,000 activists from more than 170 countries.

has

over

How many people does WWF employ?

WWF employs over 5,400 people worldwide staff in full and parttime position.

Visions of WWF
Past, Present And Future
Evolution of WWF
The World Wildlife Fund was founded in 1961 - the 11 September 1961
to be precise - by a small group of ardent, mostly British naturalists
and conservationists such as Peter Scott, Max Nicholson, Guy
Mountfort and Julian Huxley.
The latter, Huxley, had published a series of articles in the UK's
Observer newspaper on his observations of an environmental crisis in
Africa. He received a reaction from the businessman Victor Stolan in
December 1960 who proposed the establishment of an international
organisation to raise funds for the conservation of wild species. Huxley,
Nicholson and companions reacted to this by forming WWF, known
then as the World Wildlife Fund, a little under a year later.
All of those founders had connections with other conservation
organisations such as the International Union for the Conservation of
Nature (IUCN), the Fauna Preservation Society, UNESCO, the British
Nature Conservancy, etc., and so WWF had a springboard from their
knowledge and connections.
Environmentalism becomes a public issue

Until that time conservation had been largely the domain of scientists
and hunters, but WWF moved the agenda out into the public arena for
the first time, using publicity and public appeals skillfully.
In a post-empire world this primarily emotional appeal to help save
wildlife struck a chord with the public and WWF was able to raise
significant funds and donated $1.9 million to projects in Africa, Europe,
India and other places in its first 3 years - a considerable sum in the
early 1960s.
Why WWF grew big, quickly
What is remarkable is the speed with which WWF was able to become
established and grow. This was partly due to the well-connected and
influential individuals who were associated with the founders. But it
may also have been that the time was right for such an organization.
Television was beginning to bring world affairs into peoples homes; the
post-war industrial boom had raised sensitivities to matters of pollution
and waste disposal; and several years of controversy culminated in
Rachel Carsons famous book Silent Spring which cautioned on the
effects of pesticide abuse.
The 1960s were also a time of pressure on the establishment, of nonacceptance of the status quo or traditional solutions to problems. Thus
a new approach to a now visible wildlife crisis had its attractions to a
wide audience. This was also a time when the deeper relationships
between humans and nature began to be examined.
The dependence of our ancestors on wildlife stocks to hunt and fish
had always been recognized; those days were long gone, but a popular
late 1950s feeling that the resources of the sea were limitless was
being replaced by mounting suspicion that things were not that simple.
Evidence of loss of topsoil, water shortages and pest outbreaks created
by industrial-scale farming was giving rise to broader questioning of
human relationships with the environment, and it was during this
period that James Lovelocks Gaia Hypothesis was formulated.
Thus WWF was founded for specific purposes during a period of wideranging thought.
Officially life began in Switzerland

It was established as a Swiss Foundation registered in Zurich, and the

deed of foundation specified amongst the purposes of the organisation
" the conservation of world fauna, flora, forests, landscape, water,
soils and other natural resources"
This far-reaching vision for WWF is perhaps even more relevant today
than it may have been in 1961, because peoples attention was drawn
by an emotional argument based upon the preservation of charismatic
species.
Reflecting this, WWF's British based appeal was launched with pictures
of black rhinos in Africa under the headline "Doomed!".
Meanwhile Peter Scott had taken George Watersons sketches of the
giant panda Chi-Chi, then residing in London Zoo, and turned it into the
logo of the organization. Chi-chi was the only giant panda residing in
the West, had arrived from the mysteries of communist China, and was
an evocative species symbol for the challenges facing those concerned
with the preservation of wild nature.
So despite some deeper thinking which underpinned it, the early days
of WWF were ones which were dominated by a preservationist agenda
for species and habitats, based on popular appeal.

The next generation

This approach ran successfully through the 1970s while, along with the
spread of television (soon to be in colour) and the growth of wildlife
documentary films, public awareness of conservation and natural
heritage issues grew exponentially.
But with that awareness came the realisation that a rather crisisdriven, spotty approach to conservation was not achieving the longterm solutions that were sought, and that economic development
continued to impact heavily upon nature.
Environment meets human development

In 1980, WWF came together with IUCN and the newly formed UNEP to
produce the modestly named World Conservation Strategy; at the time
this was a landmark document because it linked human activity,
human well-being and its dependence upon nature all as one. It
stressed the interrelationships between conservation and development
and first gave currency to the term sustainable development.
Conservation had suddenly become much more complicated but much
more relevant to the modern world.

Changing focus, changing name

The 1980s were marked by a closer examination of development
issues and their relationships to the environment. In 1985 WWF
formally re-registered its name as World Wide Fund for Nature, to try
and escape the preservation of animal species image and reflect a
broader view of the situation.
And in 1987 the World Commission on Environment and Development
(WCED) produced Our Common Future and this properly defined
sustainable development.
Most significantly the UN began the planning for a World Conference on
Environment and Development (the Rio Summit) for 1992. In advance
of Rio, and now a decade further on, IUCN/UNEP and WWF once again
came together to produce Caring for the Earth: A Strategy for
Sustainable Living7 which explored from a strategic perspective how
the concept of sustainable development could be implemented in
practice.
All this activity served to move environment and conservation on to a
higher plane. It was no longer the specialized interest of scientists,
hunters and animal lovers; there was a realization that a sound
environment was the starting point for all human development and
welfare and that our activities were inextricably woven into the milieu
in which we live.
INTRODUCTION:
Water Stewardship in Pakistan

Promoting Responsible use of freshwater by ensuring

sustainable social, economic and environmental
benefits
Mismanagement of water resources by government and
business has resulted in very serious water scarcity conditions
in Pakistan and it will have implications for the sustainability of
future supply chains for business and industry. Under these
circumstances, the corporate sector has to play a role at the
policy making and implementation levels, for securing their
supply chains in future by propagating sustainable water use
at different levels of operations.

What is Water Stewardship?

The Word Stewardship is about taking care of something that we do
not own. It is an approach towards management of public goods like
freshwater, on the premise that we are accountable for the
sustainability of the resource (Alliance for Water Stewardship).
Stewardship goes beyond being an efficient water user. Water
stewardship is promoted as a practical approach for business and
industry to address their common and shared responsibilities with
other stakeholders in order to reduce the footprints of water usage and
to work towards sustainable water resources. Rise in demand and
increased usage of water in the corporate sector depicts that the
supply chains of business dependent upon the Indus basin would be at
risk for continued future operations.
WWF-Pakistan, being an international environmental NGO, believes
that it is time that water-dependent businesses should come forward
and take responsibility towards sustainable usage of this precious
resource. A slight shock in the system can adversely affect the supply
chains and the production cycle of these concerns, affecting profits and
livelihoods of all those who are associated with it.
WWF-Pakistan not only aims at reducing the water footprints but also
urges business and companies to look beyond their own operations, so
as to advocate, support and promote better basin governance for
sustainable water resource management.
Keeping the international experience of its offices around the globe on
working with business on water, WWF-Pakistan has laid down certain
objectives to collaborate with private, public and NGO :

Promote the concept, ideas, and elements of water stewardship

in private sector and the government institutions of the country;

Enhance the willingness, capability and capacity of industrial

sector to effectively contribute to the water policy making,
planning, and programmes;

Convince and mobilize the industry and government institutions

of Pakistan, and international bilateral and multilateral
institutions and multinationals to make investments in the water
stewardship of Pakistan under public-private partnerships;

Capitalize on and strengthen the industry-farmers-community

networks and align their efforts with water stewardship ideas;

Persuade industry to invest in wastewater treatment, cleaner

production, and water stewardship; and

Conduct research on water stewardship concepts and elements

for Pakistan.

Multi-facetted Problems related to Prioritized Species of WWF in

Pakistan
Toxics
Pakistan is facing widespread environmental degradation like many
other developing countries. Mitigation measures have been insufficient
to address the multi-dimensional nature of problems. Given this
situation and in accordance with the redefinition of WWF's mission to
include "promoting action to reduce pollution and the wasteful
exploitation and consumption of resources and energy" in 1990, the
Environmental Pollution Unit (EPU) was set up in Lahore in 1993. As a
step towards this goal in Pakistan, an environmental officer was
appointed within this unit to launch and co-ordinate WWF's efforts in
environmental pollution prevention and policy formulation. The
establishment of EPU has enabled WWF to address both the brown and
green issues of pollution simultaneously.
Objectives
To promote actions and coordinate activities which reduce pollution,
wasteful consumption of energy and resources to a minimum
To build the capacity of the corporate sector in the fields of
environmental management systems, environmental auditing,
industrial waste management and waste minimization techniques
To develop informative and educational material on pollution issues
and to raise public awareness through the print media by developing
features on pesticides and hazardous chemical use, pollution
prevention methods and other environmental issues
To provide technical expertise to the public/private sector and WWF Pakistan in order to peruse activities on pollution prevention, and to
comment on issues like environmental legislation, energy policy and
environmental impact assessment.

Main Activities:
Carrying out field based projects
Organizing training workshops for the capacity building of the
industrial and corporate sectors
Raising awareness among the public and maintaining an effective
media liaison
Providing support and assistance to students in their thesis on topics
related to environment

Fresh water Programs:

Freshwater is the single most precious element for life on earth. It is
essential for satisfying basic human needs, health, food production,
energy and maintenance of regional and global ecosystems.
Although 70% of the Earth, THE BLUE PLANET is covered by water,
only a fraction of that 2.5 per cent is freshwater, of which 30% is
the groundwater, while the rest is stored in distant glaciers, ice sheets,
and mountainous areas all places that we can hardly access. This
leaves less than one per cent of the worlds freshwater resources
accessible for human use.
As well as being one of the planet's most valuable natural resources,
freshwater is also the most vulnerable. The International Year of
Freshwater 2003 brought to the worlds notice that freshwater scarcity
was a global phenomenon and that the world was facing a water
crisis.
Marine ecosystem
Pakistan's freshwater and marine ecosystems are of great significance
as they serve as critical breeding, rearing, staging and wintering
grounds for a number of globally important species. During the
migration season, over one million waterfowl from 108 species use the
extensive deltas, shallows and other wetlands. As Pakistan is a

predominantly arid and semi-arid country, these ecosystems have a

significant economic value, as people, livestock and wildlife are
dependent on them for their livelihood and survival.
With global warming on the rise, these essential wetlands are drying
up. Every year less freshwater reaches the Indus delta; freshwater that
is essential for the survival of the mangrove ecosystem, which in turn
is vital to the continued existence of countless human communities,
their livestock and the wild animals, including birds, who live around
the mangroves.
WWF - Pakistan works to ensure the active participation of all
stakeholders in making decisions on the protection and management
of marine and wetland ecosystems. Partners in conservation include
local communities, line departments and other NGOs.

Climate Change
Changes in ocean circulation, in the atmospheric concentrations of
greenhouse gases or haze particles, and in the ice cover, have been
invoked to explain the drastic change in weather and temperature
patterns over the years. Like all over the world, in Pakistan too, these
changes have resulted from the effects of human activities and the
destruction of the earth's protective ozone layer. Although human
induced warming is among the most pervasive threats to the web of
life, the burning of fossil fuels ; coal, gas and oil, is dangerous too, as it
releases Carbon-dioxide (CO2) into the atmosphere. This carbon
blankets the earth, trapping its heat, and causing global warming.
This global warming is causing damage to Pakistan's environment, as
well. Among the impacts felt and seen are biodiversity loss, rise in the
sea level, increased draught, shifts in the weather patterns, increased
flooding, changes in freshwater supply and an increase in extreme
weather events. These could also lead to alterations in forests and crop
yields. Not only that, climatic changes could also affect human health,
animals and many types

PUBLIC RELATIONS CAMPAIGN

We are designing a Public relations campaign for the WWF organization
working for Jhelum River. WWF is doing a lot for the Indus River in
saving the dolphin species now they will focus on improving the habitat
of species in the Jhelum River.
OBJECTIVE:

WWF's objective for freshwater of Jhelum River is to ensure the

habitat degradation, stranding and fisheries by catch does not
threaten freshwater of Jhelum River.
Maintaining marine ecosystem.
Saving the species
Creating awareness among people, factory owners and
fishermen in order to save the fresh water of Jhelum River.

TARGET AUDIENCE:
1. People living near to the Jhelum River
2. Factory workers and owners of the factories around Jhelum
3. The fisherman, who are fishing in the Jhelum River.
CURRENT SITUTATION AT THE JHELUM RIVER:
People living around the Jhelum coast are throwing away wasteful
materials in the river water. Sewerage water is also thrown in river
which contaminates the river water and kills the fishes. Factories
around the coast are throwing their waste which acidifies water.
Fishermen make a small blast, which kills the fishes and brings them to
the top. It eases for the fisherman to grab the killed fishes floating on
the water. These fishes are harmful to eat. The blast contaminates
water and harms the health of all the fishes in that water.

PR Tools:
In this Public Relations Campaign, the following PR Tools will be used to
build an awareness program for WWF.

Banners
Print Advertisements
Brochures
Promotional activities
Flyers
Social Media
Blogs
Tee shirts, mugs and key chains
News story and reviews in mass media
Press release
Charity and sponsorships

Theme/Logo:

This logo is specially designed to give WWF water stewardship a fresh

look. The use of clean and clear water gives a comprehensive image of
WWFs efforts to keep water clean.

BILLBOARDS:
We have designed a billboard that will be placed in places near the
Jhelum River. They will also be placed in the industrial estate around
the Jhelum River.
Design:

PRINT ADVERTISMENT:
These print ads will be given in all the news papers like Dawn, Pakistan
Today etc. They will also be given in magazines like Sunday Magazine,
Mag etc; especially the ones that focus on awareness programs.
Design:

MUG and T-SHIRT:

These will be distributed in a workshop where people will be given
awareness to keep water clean. After the workshop these t-shirts,
mugs and key chains will distributed so that more and more people get
motivated to attend the workshop, the next time its conducted.

POSTER:
Posters will be put up in universities, schools and colleges to create
awareness and to cater to the youth of the country.
Design: