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In September 2020, WWF (World Wide Fund for Nature) published a report on the rapid rate of animal species disappearance, stating that 68% of the world's wildlife had vanished since 1970.
The main reasons for the sudden extinction occurring globally are the increasingly brutal destruction of nature by humans: illegal hunting of wild animals, deforestation leading to habitat loss, industrialization causing environmental pollution, and global warming.
A bus advertising campaign warns of the rapid disappearance of wildlife.
To raise awareness of the serious decline in wildlife, Pong, WWF's creative agency in Denmark, launched a special advertising campaign, transforming a bus into a "mobile forest" with orangutans, gorillas, and tigers positioned near the bus doors.
The campaign's uniqueness lies in its simple yet clever presentation: When the doors open for passengers to disembark, the animals are obscured from view, and people only see the message.Each time the vehicle stops, another endangered animal species disappears..
The rate at which endangered species disappear is likened to the moment a bus door opens.
“Through this haunting warning, we want to raise awareness about how animal species on the planet are disappearing at a rapid pace, and to encourage everyone to reflect on their own actions,” Pong’s Creative Director Mikkel Elung told Adweek.
The research team discovered that, according to their real-time estimates, the rate at which an animal species disappears is even faster than the time it takes for a Danish bus to stop at a bus stop. The agency wanted to illustrate this literally to the public through an outdoor advertising campaign that could directly impact people.
The three animals chosen for the campaign were gorillas, orangutans, and tigers, because they are among the 15 most endangered animals on the planet, with some of their particular species experiencing massive population declines in recent years due to deforestation, illegal hunting, and habitat loss.
Gorillas, orangutans, and tigers are three of the 15 animal species at risk of disappearing from the planet.
The buses carrying the message traveled around Denmark for three weeks. The campaign was supported by social activists and included fundraising for the WWF.
