WWF Australian Wildfires Direct Mailer

The 2020 Australian wildfires destroyed millions of hectares of forest, yet for many people the devastation remains distant and abstract.

WWF’s Australian Wildfires Direct Mailer makes that loss tangible. A burnt tree–shaped air freshener is sent to recipients, carrying the smell of smoke instead of a pleasant scent. A familiar object designed to mask damage is reimagined to reveal it.

Each time the air freshener is used, it brings the reality of the fires into everyday life, prompting reflection on what was lost and what still needs protecting. The mailer then invites action. By donating to WWF, recipients can help turn destruction into recovery through wildlife rescue, habitat restoration, and long-term conservation.

The campaign transforms a moment of discomfort into a reason to care, and a reason to give.