Greenpeace is a non-governmental environmental organization, and endangered species are one of the main topics they fight for. Global warming is doing a widespread and consequential harm to animals, which are struggling to adapt to new climate conditions. Many of them are facing extinction, and the species population numbers are alarming, for example, there are only 42 axolotls, 30 marine vaquitas, etc. We needed to communicate these numbers in a clever and impactful way with a $0.00 budget.

People ask for the WiFi password in restaurants, coffee shops and bars all the time. We asked these places to change their usual passwords for ours: the exact number of each endangered species left in the world. For example:

30_MarineVaquitas

42Axolotls

50/NorthenSportiveLemures

68JaVa_Rhinos

84AMURleopards

Once people entered the password, we reinforced our message, letting them know more about the problem, so they can truly help.

We used WiFi passwords as a new media. We asked 60 restaurants, coffee shops and bars to change their passwords for ours, with an average people flow of 300 a day for one month, reaching out more than 540,000 people with a $0.00 budget.

We asked 60 restaurants, coffee shops and bars to change their usual WiFi passwords for ours: the exact number of each endangered species left in the world. With an average people flow of 300 a day for one month, we reached out more than 540,000 people with a $0.00 budget.

- In one month, we partnered up with 60 establishments.

- 300 people flowed a day.

- We spend $0.00 budget.

- We reached more than 540,000 people.