WWF India believes in and work towards co-existence of animals and humans.

During lockdown people were stuck inside their houses, and wild animals were roaming on our streets. The brief was to use the opportunity to trigger a conversation about how humans and animals are supposed to share the ecosystem, in the right way. To raise a question in people's mind about why animals were roaming freely when human activity came to a halt.

The objective was to kickstart a conversation about freedom of animals. And drive home our point that the place we call home is theirs too.

Footages of wild animals roaming freely on the streets during lockdown were becoming viral. We decided to juxtapose those footages with images of people being caged in their houses during the lockdown. To make our point that animals have been missing their freedom all this while, and they deserve their freedom too.

It's only when our freedom is curtailed that we understand and value everyone's freedom. That was our insight.

So we decided to talk about freedom of animals when people were caged inside their houses for weeks, during lockdown. Our film delivered one message - that the place we call home belongs to animals too.

Our target was anyone and everyone who cared for freedom of animals.

And so we released a film on all social media platforms.

We got India's most popular influencers, from all walks of life, to share it and spread the message, resulting in over 5,00,000 views in a week.

And our film made use of footages that were already going viral - of animals roaming on the streets, and that was good enough reason for all mainstream media, across India, to cover it.

We crowd-sourced actual footages of wild animals roaming on the streets during lockdown. And juxtaposed it with images of people caged inside their houses.

We released the film on all social media platforms.

We got India's most popular influencers, from all walks of life, to share it and spread the message in the first week, resulting in over 5,00,000 views in a week.

And within the same one week we got over 50 mainstream media houses to talk about it.

The film was aired by News channels that had pan-India coverage, reaching out to millions of people.

Within one week of the release, we got over 50 mainstream media houses to talk about the film.

The film was aired by News channels that had pan-India coverage, reaching out to millions of people. The film got over 5,00,000 views in one week.

Our campaign was featured 50+ media stories.

WWF India Website traffic increased 3 times.

And we saw a whopping 32% surge in donations.