Trade is the biggest threat to animals living in freedom. The task was to raise awareness for this concern. Moreover, that for the traders could be forced to stop trading - if consumers stopped purchasing. The figure of wild animals in their natural environment 'caged' behind a strong key-visual: the bar code. With the application of this key visual it succeeded in showing the menace and cruelty of this trade in wild animals. Minimisation of production costs by means of a creative idea, which is eye-catching and yet simple to be realised (no shooting for TV or print). Avoiding of media costs thanks to a high-quality campaign that gets pro bono insertions. Results: change of consciousness in trade and consumers.