WWF UK is running a #PenguinDanceBattle on social media to support conservation work to protect the home of Adélie penguins.
The campaign, created with digital agency Yomego, urges social media users to "dance like a penguin," then nominate others to do so.
The goal of the work, which is inspired by the ALS #IceBucketChallenge, is to raise awareness that polar regions are under threat from climate change and commercial fishing.
"We want people to have lots of fun with our Christmas challenge, but there is a serious message here," said Rachel Bloodworth, head of public engagement at WWF UK. "WWF is working with scientists and governments around the world to protect and manage the important icy habitat of the Adélie penguin."
This article first appeared on marketingmagazine.co.uk.