The EWT is a conservation group with multiple studies centred on wildlife. Their aim being to provide vital awareness concerning these species.But no one was responding to these statistics. We had to find a way to make them see the animals behind the information.

The problem is that stats have become part of the barrage of information faced by the public everyday. They’re simply too easy to ignore.In order to increase the funds necessary for wildlife conservation, we had to increase the stopping power of statistics.

On April 1st, 2011, we launched the campaign.We used and compiled a library of every animal that was still alive to give meaning to otherwise meaningless statistics.Not only have the images flighted in international papers, they've also became part of the Lindt Environmental Exhibition and a High College Environmental Education programme - a direct result of the interest raised by the visual stopping power we managed to attach to otherwise meaningless statistics.

Behind every number that makes up a statistic, there is a living animal.And it was from this insight that we conceptualised our idea. To put faces to the figures.