The MVP was fast to market, launching in time for the David Attenborough documentary alignment. The engagement has been high since launch, with a combined number of downloads currently at 200k across the App Store and Play Store. The user have completed a total of 160k challenges to date – an encouraging indication of behavioural change across the almost 100k registered on the application. The app is an effective channel for supporting WWF’s strategic partners, with challenges supporting sustainability initiatives, such as earth hour. The app has been featured on the App Store several times in relevant lists and collections and has won several awards for it’s design and impact within a short period of time.