Official website of Sophie Stafford, previously editor of BBC Wildlife Magazine

WWF ACTION MAGAZINE

When you have more than 100,000 supporters, your membership magazines are your most important communication tool. So how do you ensure that every issue connects, inspires and motivates, when so many other causes demand their attention?

WWF-UK already has a powerful, global brand and a large and committed group of supporters. And, like many charities, their printed magazines are their main channel of communication with that audience, the most important touch-point.

Action goes out to about 100,000 members three times a year; Impact to about 40,000 supporters three times a year.

By first assessing how well these magazines were working to achieve the charity's aims, I was able to redesign them to better share WWF's vision for the future and its greatest achievements, and inspire and connect its followers.

My goal was to create fresh content and ways of delivering that content that would celebrate successes, highlight threats, motivate positive action and increase commitment, all driven by powerful storytelling, stunning imagery and approachable design.

My purpose: to make sure that every supporter felt that they were making a positive difference to the species and habitats they care most about, together with WWF.