The World Wide Fund for Nature (WWF) is an international non-governmental organisation that works on issues such as conservation, research and restoration of the environment and its inhabitants. Specifically, the Singapore branch works to spread the word of various causes, including the tiger, forest conservation, Earth Hour, and the Legacy Circle.

 

To promote the Legacy Circle. The Circle is about leaving a gift for the future of nature. Whether it is by including WWF in one's will or estate planning, circle members ensure that nature will be protected for generations to come.

 

Being part of the Legacy Circle means leaving a gift for Earth's future, for everyone's future. In this concept, the headline's contrasting wordplay between "Present" and "Future", and the double entendre between "Present" and visuals of gift boxes make a strong call for the public to leave a gift for Earth by signing up for Legacy Circle. This concept can be viewed as a press ad and translated as unique direct mailers that can be sent to selected WWF donors.