Extinction Days

Baggrund

Right now, the world's species are dying at the same rate as when the dinosaurs went extinct 65 million years ago. Today, 1 million species are at risk of extinction. It's crucial that we act. But the scale and complexity of the problem is so overwhelming that we don't even know where to start. We must find a way to make this massive problem simpler and easier to grasp in order for people to do something.

Løsning

WWF, Google and leading scientists from around the world, have for the first time in history, estimated when our most endangered species will go extinct. And it’s not just a guess, but the best estimate possible, because the dates are based on extensive data gathered from numerous sources. All of which has been compiled and turned into dates which have been put into a calendar accessible to everyone. Turning the calendar into a media channel at zero cost.

The Extinction Days calendar uses the mechanics we're familiar with from eg. the holidays calendar where important days are highlighted. However, our calendar tells a different story - it reveals extinction days of various species.
By leveraging the functionality and simplicity of Google Calendar, we've organised the crisis by breaking it down into manageable pieces. Throughout the year, the calendar will remind us of the extinction days of different animals and provide us with a tool to support WWF's work - and thereby help postpone or even cancel these events.

A new kind of media channel:
By being inside their calendar we have created our own media channel with zero media cost. This also means that the campaign won’t only run during a campaign period. It will run continuously and keep pushing our message. One reminder at a time.