The ‘Be a Hero’ interactive billboard inspired people in a busy shopping district to rescue turtles with only their smartphones.

Passersby were invited to log onto www.HeroesRescue.com, which took them to a screen covered in sand. Swiping to clear the sand revealed a newly hatched turtle that crawled out of their phones into the sea on the digital billboard.

Participants had their names and Facebook profile photos featured on the billboard in personalised thank you messages, inspiring them with how simple it is to save a life.

The integrated campaign gave people direct access to conservation information and donation channels.

The ‘Be a Hero’ campaign was aired for only 200 minutes on a single billboard on a street in Bukit Bintang, Kuala Lumpur. A total of 454 turtle hatchlings were released during this limited timeframe, with participants sharing their experience of rescuing a turtle in the middle of a city on Facebook and other social media.

With more than 2 turtles released per minute, this unique interactive campaign captured public interest, and was featured in national and international press and online publications.