How The WWF Uses Instagram To Engage Fashionable Eco-Conscious Audiences

How The WWF Uses Instagram To Engage Fashionable Eco-Conscious Audiences

The platform is being utilized by Sky Rainforest Rescue for ambassador Lily Cole, who has designed limited edition Veja trainers.

Emma Hutchings
  • 9 july 2014

Sky Rainforest Rescue is a partnership between Sky and WWF to help protect one billion trees in Brazil. As part of her work as an ambassador for Sky Rainforest Rescue, the actress and environmentalist Lily Cole has launched her first footwear collection. She has collaborated with the French ecological shoe and accessory brand Veja, who use wild Amazonian rubber on the soles of their trainers to raise awareness of the material’s versatility.

The Amazon Rainforest is the only place on earth where rubber trees grow in the wild and their sap can be extracted without damaging the trees. Veja works with local rubber tapping communities, buying the rubber at a price that guarantees a better income for the rubber tappers and enables them to keep the trees standing.


Lily Cole’s range of Veja canvas trainers, known as ‘Taua’, are available in three color palettes. The design celebrates the smaller flora and fauna of the rainforest, from mushrooms to hummingbirds. The inspiration for the design came from Lily’s trip to the Amazon in 2012 where she saw butterflies, birds, dragonflies and plants that depend on the eco-system of the Amazon rainforest to survive.

To celebrate the collaboration, and in order to bring the issue closer to home, marketing agency SapientNitro utilized Instagram’s platform to engage a younger and more fashion-conscious audience. The #TapForTrainers campaign features a beautifully-designed series that highlights the issue via social media using colorfully illustrated photos incorporating the Veja line of shoes.


Online visitors can tap their favorite tiles on Instagram to show their support for a sustainable future and feel closer to the Amazon. By tapping the tiles, visitors can uncover stories about the Amazon alongside narrative from Lily Cole, Veja and eco-fashion influencers, and there is a competition to win a pair of the limited edition trainers. Support is also being provided by creative collaborations with some of the UK’s leading eco-fashion bloggers, designers and illustrators, such as Jean Jullien, AJ Odudu and Boy from Dagbon who have been using their social channels and blogs to promote the campaign.

The limited edition collection is available to buy online via the Veja Store and through Offspring concessions stores in Topshop on Oxford Street and Selfridges in London and Manchester. For every pair sold, £10 will be donated to Sky Rainforest Rescue and WWF-UK’s work to help support the livelihood of rubber tappers and enable them to tap six more trees, so they can further protect the rainforest.

Sky Rainforest Rescue

+fashion / apparel
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