46-58 million square miles of forest are lost each year, the equivalent of 36 football fields every minute. Widespread deforestation drives numerous animal species closer to extinction each year. Greenpeace urgently wanted to make people aware of this alarming truth, but in China, the problem seems far removed from daily life. So how could we make deforestation and its effect on animal extinction feel more immediately relevant to everyone?

Bloody ‘paper cuts’ in the shapes of endangered animals were printed onto paper used in everyday settings from offices, cafes to clothing shops and even a famous resort. We also created a series of special magazine ad, and even installations in office buildings and art district. By directly showing its bloody consequences, we transformed paper from an ordinary object into a provocative learning tool for thousands of people.

QR codes above each paper cut directed over 15,000 people to Greenpeace’s website to learn more about deforestation. Office workers, cafe goers, store patrons and resort guests extended our message even further by sharing pictures of the paper cuts on social media. The biggest success, however, were the numerous businesses that asked Greenpeace for guidance on making their companies greener, including using eco-friendly paper.