There is hardly an organisation that stands for the protection of primeval forests as strongly as the World Wide Fund for Nature. However, due to the increasing consumption of paper globally, millions of hectares of rainforest are lost forever every year. To protect these forests, WWF has to do what it can to actively reduce paper consumption. The problem: Not very many people are aware of the connection between personal paper consumption and the clearing of primeval forests. Tons of paper are still being wasted every day unnecessarily for printouts. The challenge: To create a campaign thatencourages people around the world to actively reduce their paper consumption. The strategy: “Save as .wwf. Save a tree.” – with .wwf, we developed the first file format that saves trees.So they can do their part to actively protect forests. The results: Thanks to reports and articles, within four weeks, the microsite recorded over 200,000 clicks. And to date, the file format has been downloaded by over 61,000 companies and organisations from 183 countries. A huge success – not only has the issue been anchored into the minds of the public, it has also laid the foundation for sustainable protection of forests.