We started by researching on the animal species which are critically endangered. We then brainstormed and explored several design methods of conveying the message on the declining number of animal species due to animal poaching. And we came up with the method of using circles and geometry to form the images of the animals which are frequently targeted by hunters. Lines were then added to the circles, forming crosshairs which represent many hunters targeting the same animal species as there are not many left in the world. The designs were then developed into print ads and posters which were placed at roadshows.

Awareness of the critically endangered species increased through roadshow enquiries in Indonesia. Website hits also increased by 30% within the first month of the campaign. As for the brand, awareness of WWF’s mission in nature conservation has also heightened.