ABOUT

THE CHALLENGE
During the last year, more than 4.5 million bushfires were registered, over 3 billion animals have died just in Australia's bushfires, and more than 13 million hectares were deforested in the world. Reaching the fastest pace in history of 40 virgin forest soccer fields per minute. We have been witnessing the devastation of our nature for decades, but people does'nt seem to care about these problems, making deaf ears. So as the biggest and most respected ONG in the world, we decided to make a call to raise awareness and sensitize people about the severity and impact that these problems are causing. Communicating with a different content and in a way that everyone can hear us.

THE INSPIRATION
We all witnessed the monumental bushfires in Australia last year, with huge clouds of smoke that could be seen from space, but there was also a news that went viral, a little bird called Australian Magpie, which is known for learn and mimic the sounds that surround her, began to mimic the sound of fire sirens after hearing the same thing day and night for months. We realized that this was the sound of nature calling for help, because then we discovered that there was another bird also from Australia called Lyre Bird, which imitated the sound of chainsaws and saws from the logging and deforestation of its habitat.

THE IDEA
This inspired us to create the first radio campaign made with real recordings of these birds, while their forests were being destroyed. Giving them a voice, because if they learned to imitate the sounds of the devastation of our nature and theirs, instead of imitating sounds of other species or their habitat, it's because today more than ever nature is calling for help and is calling on us to be more aware of the severity and impact of bushfires and deforestation on the biodiversity and ecosystem of our planet. Because if through all these years they didn't listen to us, now they will listen to them.

THE GROWTH
We made that the call of nature calling for help was spread and heard arround the world, creating awareness about the seriousness and impact of these problems on our planet, generating a debate in public opinion and sensitizing all people. Currently the campaign is still on air and it's being shared across the WWF global network countries.