WWF Gotchies

The challenge

How do you make species protection feel personal in everyday life - rather than abstract or distant?

WWF wanted people to not just “learn about” endangered species, but to feel the stakes through personal 1:1 interactions. Not a film, not a static website, but a conversational format where small ad-hoc choices build commitment over time.

The goal: turn attention into a moment where taking action feels like the natural next step.

“With WWF Gotchies, we make species conservation something you can experience - not as an abstract problem, but as personal responsibility, integrated into everyday life."

Karl

Innovation Lead @WWF

WhatsApp is the perfect home for that dynamic because it’s where people already spend time every day. There’s no new app to download, no new behavior to learn - just a familiar interface that can carry an experience step by step.

WWF Gotchies powered by charles combines the best of both worlds: the intimacy of 1:1 chat with the ability to deliver the same journey at scale - through structured conversation, interactive messages, and clear moments that move the story forward.

In WhatsApp, people don’t “browse” an experience - they participate in it.

Conversation mechanics

Your journey starts here. Pick one of five Gotchies and begin your conservation adventure.

Your Gotchie egg arrives - now choose its habitat. From bamboo forests to deep blue oceans, every environment tells a different story.

Care for your Gotchie daily - feed it, play with it, love it and watch your bond grow stronger with every tap.

Real care means being there for the hard moments too. When your Gotchie feels unwell, your attention makes all the difference.

Hide and seek in the savanna! Interactive mini-games keep your Gotchie happy and your bond playful.

Ready to adopt your Gotchie? One scan is all it takes to begin your adventure.

About the partners

WWF Gotchies is a joint project by WWF Germany and charles.

About WWF:

WWF Germany is part of the international environmental organization World Wide Fund For Nature (WWF). For more than 50 years, the WWF network has been working around the globe to stop environmental destruction and help shape a future in which people and nature live in harmony. WWF Germany is currently involved in more than 100 national and international projects to protect biodiversity.

About charles:

charles is a leading European conversational AI platform for WhatsApp and other messaging channels, enabling brands to engage consumers in a personalized and scalable way. Global companies such as AboutYou, Volkswagen, and Unilever trust charles.

Want to explore how conversational experiences can look like for your brand?