WWF Portugal Protein Guide 23

Objective

WWF Portugal and ANP (Associação Natureza Portugal) launched an educational initiative to help Portuguese consumers understand the environmental impact of their protein consumption choices. Based on a technical study analyzing the sustainability of different protein sources, the campaign aimed to raise awareness about food-related environmental challenges and empower consumers to make more sustainable dietary decisions.

Solution

An interactive quiz-based web experience titled 'Diz-me o que comes. Descobre quem és!' (Tell me what you eat. Discover who you are.) allows users to complete a quiz about their protein consumption habits. Based on their responses, users receive a personalized protein consumption profile and receive tailored recommendations for more sustainable protein sources aligned with WWF conservation principles. The experience combines illustrated cards, playful gamification, and colorful visual design created by KOBU Agency, accessible at guiadaproteina.natureza-portugal.org. Digital activations were complemented by offline touchpoints designed for face-to-face engagement.

Results

Not published.