A rare predator threatened with extinction. An animal included on the IUCN and Russian Federation Red Lists of Threatened Species and listed in Appendix I of CITES. The largest of the five tiger species left roaming the planet. A 2005 field survey indicates there are around 500 Amur tigers alive in the taiga of the Russian Far East.

Poaching, human caused destruction of tiger habitat, a decline in the number of ungulates that are the predator's primary prey, these are the factors that today threaten the survival of the tiger in the wild.

Our goal was to build awareness about the problem and raise funds for the campaign to save Amur tigers. We had a brief from client that had a very small budget and need to solve the problem.

What do we know about tigers? They run a lot – up to 10 km per day, and running gets much trendier all around the World, especially in big cities. People have always been unfair to tigers killing them for their own purposes, so now it is finally time for a fair challenge between the tiger and the human.

We decided to play on the global trend of running. We wanted the website to be completely different from most charity apps We tried to convey that everyone has the power to change something for the better in the world. Combined, we can all help the tiger.

We have fixed a GPS tag on a wild Amur tiger, to track its movements. The tagged tiger covers about 10 kilometers a day on average. Anyone with a running app on their smartphone can take part in the challenge by registering online, where users can compare their daily, weekly and monthly performance with that of the tiger.

We incorporated use of the tracking pad and scrolling to emphasize moving forward, to draw parallels with running and ultimately do something positive and future facing to support this endangered species – which is also a pretty nifty athlete in its own right!

0% spent on media

PR Value 500,000

Over 80 mentions in the global media

10,000 visited run4tiger.com in the first two weeks of the campaign