© Eden Toth / WWF-Canada Image of two scientists testing freshwater samples

Our Story

As we confront the dual crises of biodiversity loss and climate change, WWF-Canada is working to protect our planet.

A Pivotal Moment

We are living in a time of unprecedented risk but also unparalleled opportunity for the future of our planet and society. Biodiversity loss is accelerating; natural habitats are being put under increasing pressure, and the climate crisis is leading us into uncharted territory.

The Earth is at a critical point where the decisions and actions taken by one species – ours – will determine the future of all life. To survive and prosper, we must urgently move towards a healthy planet where people and nature thrive in a stable environment, now and for generations to come.

© Greg STOTT / WWF-Canada Image of a caribou standing in grassy field.

Helping Nature Thrive

Building on half a century of experience, and with an impressive track record around the world, WWF-Canada has the unique ability to drive large-scale change from local to global levels. Working in a worldwide network covering over 100 countries, we take an evidence-based, collaborative approach to finding solutions to the most significant conservation challenges the Earth is facing today.

We are working to conserve species at risk, protect threatened habitats and address climate change. We are drawing on Indigenous knowledge and implementing nature-based solutions that challenge the way we work and redefine humanity’s relationship with the planet. Our long-term vision is simple: to create a world where people and nature thrive.

Together, we can achieve our mission to conserve nature and reduce the most pressing threats to the diversity of life on Earth.

© Brad Josephs Giant Panda climbing a tree

Our History

Founded in 1967, World Wildlife Fund Canada is the country’s largest International conservation organization, with the active support of hundreds of thousands of Canadians. WWF-Canada is part of the WWF global network, working in 100 countries worldwide.

Our head office — located in Toronto — is home to WWF-Canada’s operations and fundraising teams and just over a third of our conservation staff. Our conservation staff also work out of regional offices in Halifax, NS; Fredericton, NB; St. John’s, NL; Iqaluit, NU; Montréal, QC; Ottawa, ON; Victoria, BC; and Nanaimo, BC.

Our Vision: A Canada with Abundant Wildlife Where Nature and People Thrive.

 Together, in partnership with foundations, governments, businesses, communities, individuals and our supporters, we can conserve many of the world’s most ecologically important regions.

WWF-Canada focuses on change in these six areas:

© Frank PARHIZGAR / WWF-Canada Monarch-butterly-on-flower


Our planet’s biodiversity is in crisis — global wildlife populations have declined by 60 per cent on average over the past 40 years — and about half of Canada’s populations are also experiencing decline. Even wildlife protected under the Species at Risk Act have declined by an average of 28 per cent between 2002–2014. WWF-Canada is working to reverse this.

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© Yingna Cai / Shutterstock Ocean waves on sand.


Canada has the world’s longest coastline and our oceans are an irreplaceable source of life and livelihood. WWF-Canada is leading the transition to sustainable fishing, marine protected areas and smart oceans management across all three coasts.

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© Durden Images / Shutterstock Image of daises with tall buildings in background.

Urban Areas

Increased urbanization and industrial stressors have resulted in a loss of critical habitat for wildlife. WWF-Canada is working to protect and expand viable, sustained habitats and reverse biodiversity loss in urban areas.

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© Paul Nicklen / National Geographic Stock / WWF-Canada Image of a sole narwhal surfacing through a break in the ice.


The Arctic is warming at an alarming rate of three times the global average. WWF-Canada is working with Inuit communities to secure a vibrant and ecologically sound future for the Far North and its inhabitants.

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© DCBPresents / Shutterstock A stream flowing downhill, surrounded by trees.


WWF-Canada is working towards a future where all Canadian waters are in good condition by building water-resilient communities, bringing big-water data to decision-making tables and creating a culture of water stewardship across the country.

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© Nancy Anderson / Shutterstock Image of windmill in field.


Since the industrial revolution, human activities have caused average global temperatures to rise by almost 1°C. WWF-Canada is working on nature-based climate solutions to reduce the release of greenhouse gas emissions into the atmosphere and increase our adaptation and resilience to the changes that have already begun.

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© Peter Ewins / WWF-Canada

Our Guiding Principles

Over the past 50 years, we’ve learned how to work effectively, build support and create lasting results. Today, we’ve distilled that knowledge into seven fundamental principles that guide our day-to-day actions and our long-term vision.

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We target our efforts where the stakes are highest. That means concentrating on the most critical issues threatening our environment.

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We design our conservation initiatives to be workable, robust, adaptive and resilient to changing circumstances.

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WWF-Canada works with Indigenous organizations, industry, government, communities and other conservation groups to make big wins happen. We deliver impact at the scale of the challenges we face through the power of collective action and innovation.

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We operate in a cost-effective manner and apply donors’ funds according to the highest standards of accountability. We live the principles we call on others to meet. We act with integrity, accountability and transparency, and we rely on facts and science to guide us and to ensure that we learn and evolve.

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We believe a combination of traditional science and Indigenous guidance is the foundation of sound conservation practice and policy.

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As part of an international organization that works in more than 100 countries around the globe, we understand the broader issues.

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By engaging all Canadians, we can make the fundamental changes required for a healthy planet.


We demonstrate courage through our actions, we work for change where it’s needed, and we inspire people and institutions to tackle the greatest threats to nature and the future of the planet, which is our home.


We honor the voices and knowledge of people and communities that we serve, and we work to secure their rights to a sustainable future.