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WWF works to sustain the natural world for the benefit of people and wildlife, collaborating with partners from local to global levels in nearly 100 countries.
Four principles to help maintain consistency in image quality and experience:
Photographic images shall be delivered to WWF in accordance with these formats and minimum standards:
WWF uses standard IPTC Headers to transfer captions and metadata into our system for future identification. The information below must be embedded in the IPTC Headers of each digital image (editable in “File Info” in Adobe Photoshop and the “Metadata” panel of Adobe Bridge).
Essential IPTC fields:
A note on copying and pasting captions: While the copy-and-paste function can be useful for adding common information across a range of images, remember that individual captions must reflect—in some detail—the key objects, people, species, and/or actions unique to each individual image. WWF will consider generalized or incomplete captions to be nondelivery of agreed product (see “Deliverables” in your WWF contract).
If you use image management software (such as Photoshop, MediaPro, LightRoom, etc.) with field names that differ from the IPTC Header standard, equivalents for that particular program can be provided on request to ensure that everything transfers properly.
Videos shall be delivered to WWF in accordance with these formats and minimum standards:
The web and social media are the most common distribution platforms for WWF videos, so choose a running time that is appropriate for online and social distribution. Keep in mind that about 82% of web viewers stop watching after 30 seconds; if you want viewers to get your message, the shorter the better. Social videos are often vertical for Instagram and sound is not played by viewers 90% of the time, so keep in mind that text overlays may be required.
Our brand specifies the use of these fonts only in WWF videos:
B-roll packages must include these items:
Sample B-roll slate:
End with the logo (preferred): Our panda stencil video ident, which is used Network-wide, consists of a tail sequence that ends every film. Our logo is available upon request.
Use of partner logos: When creating endings for films produced in association with other organizations, set the WWF logo so that it is equal in height to the partner logo(s). When placing text or another logo near the WWF logo, make sure there is the specified amount of space separating them. Place text or other logos apart from the WWF logo at a minimum distance that equals the height and width of the “W” in the “WWF” type from the panda logo (see example).
Example of a WWF logo set with partner logo:
Rights to footage, images, and music must be properly licensed, and the credits required by those licenses must appear on slates at the end of the film. To avoid adding unnecessary run time, keep this section brief.