We took the traditional bird in a cage toy - which had a bird on one side and a cage on the other. Flipping it created the optical illusion of a bird in a cage - an image literally engraved in the mind of every child who has played with that toy.We replaced the cage with a tree's branch. Flipping it now created the image of a bird on a tree with the messaging 'Put birds back on trees.'

WWF took the activation across schools in New Delhi.

Thousands of schoolchildren not only interacted with the communication in a positive manner but also took it home.A positive feedback has encouraged WWF to carry out the activation in schools across the country.