According to a study* done by the University of Paris people today are exposed to animals more than ever – in pop culture, documentaries and online.

This constant exposure makes us believe that these animals are more prevalent than they actually are and that we don't understand how severe the situation is. In the end we risk a future where there are no living tigers, elephants or rhinos left. Only their images.

*Courchamp F, Jaric I, Albert C, Meinard Y, Ripple WJ, Chapron G (2018) The paradoxical extinction of the most charismatic animals. PLoS Biol 16(4): e2003997

The idea was to use Youtubes format for an unavailable video to shed light on the massive loss of biological diversity.

People searching for tigers, elephants and rhinoceros on Youtube.

6s Youtube Ad for the Swedish market.

The film was exposed to over 20400 people in Sweden who searched on tigers, Elephant and Rhinos on Youtube. Of these people 94% saw the whole film and did not click to skip the ad. In a survey done after the campaign 45% of the people exposed to the film had increased their sence of urgency for the situation after beeing exposed to the film.