WWF Comment on Tsunami Ad

WWF reiterates its strong condemnation and repudiation of this offensive and tasteless ad, and expresses its regret for any pain it may have caused to 9-11 victims and their families.

WWF Brazil, and DDB Brazil – the agency responsible for creating the ad – acknowledge that it should never have been made, approved or published. It is completely contrary to WWF’s philosophy and we are working hard to find out just how this unfortunate mistake came about.

We deeply regret that statements provided earlier in the week, while given in good faith and based solely on the information we had at the time, may not have been completely accurate. We stand by our earlier position that the advertisement and video are utterly inappropriate and should never have seen the light of day. They do not in any way reflect the thoughts and feelings of the people of WWF. Again, WWF strongly condemns this campaign and offers our sincere and heartfelt apologies.