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Ethical and sustainable conservation can’t be achieved with endangered animals in hunters’ cross-hairs Partner content
By Earl Russell
Press releases

Adopt a real penguin this Christmas


2 min read Partner content

Adopt a real Penguin with WWF as they celebrate their partnership with John Lewis over Christmas.

WWFhas welcomed a surge of interest in its penguin adoption scheme as a result of the John Lewis’ Christmas advert.

The advert, Monty’s Christmas, features Adélie penguins, which are classified as Near Threatened on the IUCN Red List.

It is predicted that over the next three generations numbers of Adélie penguins could decline by about 30%, as Antarctica continues to warm.

Rod Downie, Polar Programme Manager at WWF UK , said;

“Through the support of John Lewis and our amazing penguin adopters, WWF can help protect the icy home of Monty and Mabel.

“The funds raised through John Lewis and supporters’ generosity will allow WWF to continue supporting British and French scientists working in the Antarctic to track Adélie penguins like Monty and Mabel, identifying where they go at sea to feed.

“This information is helping us to identify vitally important biological hotspots in the Southern Ocean that need to be protected from the threat of unsustainable fishing.”

All profits from the CD sales of John Lewis’s Christmas advert single, Real Love by Tom Odell, are going to WWF’s Adopt a Penguin Programme.

The Antarctic is undergoing rapid change as the region is affected by climate change.

However, this change is not uniform across Antarctica. Adélie penguin numbers are decreasing in the Antarctic Peninsula region, where climate warming is established and sea ice is in decline.

In contrast the Ross Sea region is showing increased sea ice and penguin populations. The threat of unsustainable fishing in the region could further impact upon the food supply on which the penguins depend.

WWFis working to create Marine Protected Areas (MPAs) around Antarctica which will protect the feeding grounds of penguins, seals and whales and conserve e one of the world’s last great wildernesses.

Kerry Blackstock, Director for Public Fundraising at WWFsaid;

“Since the official partnership launch last Thursday WWF have released 341 cuddly toy penguin adoptions into the wilds of the UK, a huge increase from this time last year.

“Awareness of our conservation work is essential and by partnering with John Lewis, we hope even more adoptions will be taken out.”

WWF’s penguin adoption packs, which contain a cuddly toy penguin, are available at

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