WWF

The challenge

In 2024, WWF-Canada approached Yulu to help launch its first-ever Climb for Nature event in British Columbia, expanding the legacy of its iconic CN Tower climb in Toronto. The challenge? Act fast, think big, and generate awareness and attendance for this inaugural West Coast fundraiser in just seven weeks with a focused budget that called for highly strategic, high-impact tactics.

Following the success of that first campaign, WWF-Canada invited us back in 2025 to take the event to new heights, building sustained momentum, driving media coverage, engaging communities, and increasing registrations and donations.

The strategy

Over the course of two years, Yulu supported WWF-Canada with a dynamic communications strategy designed to spark local awareness and build lasting momentum for Climb for Nature in BC. What began as a seven-week sprint in 2024 evolved into a bold, multi-channel campaign in 2025, rooted in creativity, community, and storytelling.

In 2025, we scaled our approach within a similarly focused timeline and budget, bringing fresh energy through city-wide media stunts for World Wildlife Day and Earth Day, organizing a playful mascot race featuring local sports team mascots, and engaging a diverse roster of conservation- and fitness-focused influencers. We also spotlighted inspiring participant stories to drive coverage across major broadcast outlets.

The Resuls & Impact

Over two years, our sprint partnershipa with WWF-Canada delivered:

• 39 earned media placements over two years, reaching more than 75 million people.
• 13 pieces of pre-event coverage, including features on CTV News, Global News, CBC, and CTV Morning Live.
• 10 TV cameras on-site across both fundraising events, including CBC, CTV News, Global News, CityNews, and Omni Television.
• 4 paid influencers creating 13 pieces of branded content.
• 8 in-kind influencers, ranging from local personalities to TV hosts, Bachelor alumni, and micro-influencers, collectively reaching tens of thousands of engaged followers.