The idea is to show through a dramatic way the impact of our actions on the environment. We show animals that are directly impacted by this destruction trying to keep their children from seeing the terrible scenes of environmental damage.

We used retouched images from banks to show the drama that several species have to go through by experiencing the destruction of their habitat. The campaign ran on newspapers and magazines.

The campaign was well received by the public. It became fodder for dialogue on sites and social media. Greenpeace adopted it to be used at different offices throughout the world.