The Challenge

To build a narrowly targeted research/advocacy campaign to call attention to, and halt, the destruction of endangered Sumatran wildlife and habitat.


Large U.S. merchandisers and consumer goods supply firms, national and international environmental reporters, and D.C. policy makers and foreign-owned paper companies.

Strategy & Tactics

– Tracking paper shipments and collecting information on merchandisers, suppliers and retailers who purchased goods made from endangered Sumatran forests

– Sharing data with key reporters and policy makers

– Assisting in client engagement with retailers

The Result

WMG connected disparate elements, like Tea Party activists in Virginia with Indonesian billionaire Eka Tjipta Widjaja, and cheap toilet paper with endangered elephants and tigers, to convince large retailers to switch suppliers and, eventually, win concessions from large paper companies in Indonesia against further, illegal Sumatran deforestation.

  • Client

    World Wildlife Fund