Launching a nationwide campaign to raise awareness for a critically endangered species
Within the last 75 years, over 80% of orangutans have been lost through habitat destruction and animal cruelty. They are on the brink of extinction.
Borneo Orangutan Survival Foundation are on a mission to stop Orangutans from becoming history.
The Challenge
Extinction feels like ancient history. Dinosaurs. Dodos. Mammoths. But orangutans are disappearing right now, and most people have no idea. Instead, we see viral clips of them in costumes, driving golf buggies, or performing for tourists, making them look more like a meme than a species on the edge. That’s the real threat. Not just habitat loss, but cultural misunderstanding.
The Cultural Opportunity
The causes of extinction haven’t changed, climate crisis, habitat destruction, human interference.
Swap out the mammoth for the orangutan and the pattern is clear. We needed to make the threat feel current and confronting. So we connected the dots between past and present. Between what we lost then, and what we’re about to lose now. By placing the orangutan in the same cultural frame as the mammoth, we created a striking call to action: This isn’t history. This is happening.
Impact
The campaign went live Q2 2025, so watch this space.
Media Mix
Social, OOH
