Russian social networking site, Odnoklassniki, and the world’s leading conservation organisation, the World Wildlife Fund (WWF), have teamed up with agency Hungry Boys to create a campaign that raises awareness for the country’s endangered species.
The campaign entitled, ‘Rare Page,’ is activated when the 404 page on the social network is accidentally reached through invalid searches. A replacement 404 ‘Not Found’ page is then presented to users, showcasing a variety of animals listed in the International Union for Conservation of Nature (IUCN) Red List. These animals are close to ‘not existing’ as they face a high risk of extinction.
By accessing the page, visitors can then decide if they want to make a donation to the WWF. 170,000 users visit the 404-page on Odnoklassniki every day. Try this link: odnoklassniki.ru/osocio
More than 100 species of animal alone are at risk of extinction in Russia, with 17,000 globally.
Vlad Sitnikov, creative director, Hungry Boys: “We live in a world where interactive media environments can affect and influence a person’s will. If an idea is clear and transparent, it has power. The ‘Rare Page’ project is one such idea. It is a real and thought provoking advertisement that can be hugely influential. It’s time to do the right thing.”