setembro, 01 2009

WWF-Brazil asserts emphatically that the message of the ad "Tsunami" does not reflect under any circumstances the opinion of the organization and its staff members. We do vehemently repudiate its publication and circulation.

Relating acts of terrorism, which killed thousands of people, with the effects of climate change is abhorent and has nothing to do with the message that we seek to convey in achieving our goals of conserving nature and using natural resources sustainably.

Created by the publicity agency DM9DDB, this piece was presented to WWF-Brazil in December 2008, and we did not approve its circulation.

According to DM9DDB, "the Tsunami ad for World Wildlife Fund was created by a team at DDB Brazil in December 2008. That team is no longer with the agency. DDB Brazil apologizes to anyone who was offended or affected by the ad. It should never have been made and it does not portray the philosophy of the agency".

Due to the offensive nature of the message conveyed by the publicity piece, WWF-Brazil profoundly regrets this incident.