Idea: it is even more difficult to see endangered species of animal than it is to win the lottery.We compared the probability of winning the one million lottery and that of seeing the endangered species, and found out the latter was smaller. We therefore designed a series of simulated lotteries based on the comparison, which were distributed near lottery purchase centers and included in direct mails, tickets to the zoo and tickets to lectures etc.

1. Over 1,200,000 people were involved.2. 95% of them said this activity was interesting and impressive.3. 93% of the people interviewed said they would never eat wild animals or buy accessories made from them again.4. More than 30 major media, including TV stations, newspapers and websites covered and followed up the activity.5. The number of visitors to the WCS website increased about 155%.6. The total cost of the activity was less than 500 USD.