ABOUT

Australian endangered species, flora and fauna need our help. More species have become endangered in the last two years than in the previous decade.

These animals have purpose.

Execution

Conservation Volunteers Australia (CVA) was the new environmental partner for JCDecaux Heart, meaning CVA has access to several key JCDecaux Street Furniture and Large Format sites throughout the year.

To stimulate pride and empathy for these creatures, the campaign features endangered Superheroes of nature.

Whilst each animal has its own unique role in supporting the ecosystem, from eliminating pests to assisting in seed dispersal and plant regeneration, they also share the same threat of extinction from lack of food, bushfires and other effects of climate change.

The headlines allude to the creature's special Superhero power on how they benefit nature and biodiversity.

Part of the JCDecaux buy included airports, which were destined to feature the sugar glider execution - 'Frequent Flyer'.

There was also a plan to approach the children's card trading game 'Top Trumps' to create an endangered animals edition, with profits donated to CVA.

Note: this campaign was pulled at the last minute, as Conservation Volunteers Australia was pulled from the Heart programme after a year to make way for other sustainable charities.

Note: Silver Lining created the initial campaign last year entitled 'Give Me Life', of which the case study is featured on our profile.