WWF and Sky Kids launch “Wear it Wild” with Ready Eddie Go!

WWF UK and Sky Kids are teaming up to launch Wear it Wild - a fun-filled, flexible fundraising campaign inspired by Ready Eddie Go!, Sky’s hit original show about Eddie, a young boy who is autistic, as he navigates everyday adventures with his best friends.

Children and families across the UK are encouraged to wear their wildest animal-inspired outfits – from tiger stripes and butterfly wings to face paint and furry tails – and raise vital funds for WWF’s global conservation work.

Launching today, Wear it Wild runs all year round, giving schools and families the freedom to choose a fundraising date that works for them. Whether it’s a school dress-up day, birthday party, park walk or sports match, any activity can be transformed into a nature-boosting fundraiser. For those who’d like to participate alongside others, WWF recommends joining the nationwide celebration on either 29 July (World Tiger Day) or 4 October (World Animal Day).

The initiative is brought to life through a downloadable Wear it Wild fundraising guide, featuring Ready Eddie Go! characters Eddie and his friends Akil and Nina. The guide is packed with creative ideas and resources for planning your event, including:

• Dress the part: Make DIY animal costumes or wear nature-inspired accessories.
• Raise funds: Set up a fundraising page and share why you’re taking part.
• Spread the word: Use free flyers and social media templates to rally your community.

Funds raised will support WWF’s global conservation efforts – from protecting endangered species like tigers and elephants, to restoring forests, oceans and rivers around the world.

WWF’s latest Schools for Nature research highlights that outdoor, nature-based activities can improve well-being, behaviour and learning outcomes yet only 27% of UK schools currently embed them. Campaigns like Wear it Wild help bridge that gap while directly supporting conservation efforts.

Louise Oakley, Director of Events and Community Fundraising at WWF, said: “When children are given the chance to connect with nature - through stories, play and the people around them - they begin to understand the role they can play in protecting it. Through the wonderful world of ‘Ready Eddie Go!’ we hope to nurture a sense of curiosity with the natural world through creativity - inviting young minds, families and educators to unleash their wild side and dress up to make a difference for our planet.”

Ian France, Commissioning Editor at Sky Kids, added: “Inspiring the next generation to care about the world around them is a core belief here at Sky Kids and that’s why we’re thrilled to join forces with WWF for Wear it Wild. By bringing Eddie, Nina, and Akil into the campaign, we’re showing kids that being bold, brave and a little wild can help protect our incredible planet.”

Sky Zero is Sky’s environmental impact programme, a company-wide effort to contribute to a low carbon economy and inspire positive change for the planet. This includes using TV content to raise awareness of the climate crisis and its solutions. WWF and Sky have been working in partnership since 2009 to support conservation projects in the UK and around the world and raise awareness about the climate and nature crisis to inspire action. 

Get your wild side ready, rally your community, and join Eddie, Akil and Nina in making a difference for nature!