The creative idea was to define wildlife as the main target audience and reach them with an invitation to keep themselves from extinction. Surprisingly, they didn't understand us. People, on the other hand (the only ones who can actually do something to save the helpless animals) understood well.

We started with a teasing phase: upside-down billboards directed at bats, warning them from blinding headlights.

A week later, we came out with a video urging the sea turtles, the Israeli deer and the eagles, to be careful of the dangers lurking.

We invited the public to suggest additional convincing billboards via social media, which the wild animals would understand. We also made print ads, and created an Instagram campaign with Israeli celebrities to strengthen awareness.

We failed, the animals did not understand a word.

but the humans did.

The upside-down billboards created an immediate buzz, with thousands of comments and hundreds of organic shares. The billboards even made headlines in the country's leading newspaper, and became a hot topic on the radio: "you see the bus driving by, and all of the passengers are tilting their heads".

Thousands of people went to the Nature and Parks Authority's official website, and read content explaining how we humans can help protect the wildlife. Hundreds took real action.

10 million people saw, shared, liked, and contributed to our campaign. That counts for something too.