Cut+Run’s Stacy Peterson Edits WWF’s “The Science of Hope”
October 22, 2026
For the launch of WWF’s Living Planet Report 2026, NOMINT worked closely with WWF to create a creative platform for talking about the Science of Hope. It is a visual and written language framework, built on poetry and human craft, that finds hope in a report that charts both nature’s decline and its remarkable capacity to recover.
Alongside the creative platform, NOMINT delivered a global integrated campaign of eight master films directed by Joana Sus, as well as OOH and direct mail, which WWF International and local offices are releasing through the year.
Led by NOMINT from creative strategy and concept development through to production and execution, the highly crafted campaign spans eight films, direct mail and OOH, turning the science behind the state of our natural world into visual poems about loss, recovery and the science of hope.
Published every two years, WWF’s Living Planet Report takes the pulse of the natural world. At its heart is the Living Planet Index, which has tracked changes in monitored wildlife populations around the world since 1970. While its 2026 findings paint a stark picture of continued biodiversity loss, they also reveal something powerful: nature can recover through collective action.
Hope became the creative starting point for the campaign. Not as passive optimism, but as something active and collective, built through action, persistence and the belief that change is possible. NOMINT turned to poetry and human craft to give an emotional voice to the science, transforming stories of decline and recovery into stories of hope.
Alberto Talegon Castro, Global Head of Creative & Content at WWF International, said: “The Living Planet Report doesn’t only measure what we’re losing, it shows us how recovery happens. That’s the part of this data I think we undersell: recovery has a pattern, and patterns can be repeated. For years, communicators have been better at proving the crisis than proving the fix. This campaign is built on a different bet: that showing people what actually works will move them further than showing them what’s wrong ever did.”
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