Stiftung Artenschutz #animachine
BRIEF
Endangered species regularly feature in social media. Their plight inspires plenty of sympathy and outrage but, sadly, likes and shares have little effect in the real world. How, we asked, could the digital community make a real difference to the Cat-Ba Langur, one of the world's most endangered species? It often appears in Social Media. There are only 53 left.
IDEA
To help save the Cat-Ba Langur, we created an entirely new way to donate, simply by sharing #animachine. But first, we engaged the passion and talent of world-renowned street artist, Sam3, to create a sculpture of the Cat-Ba Langur. Based on his design, our digital community co-created several copies. These were then auctioned off to raise money. By simply posting #animachine in social media our digital supporters triggered a 3D printer and recreated the Cat-Ba Langur. One layer at a time. They could also follow the process at animachine.de and see who contributed each layer.
#animachine actively engages supporters in literally collaborating to recreate the animal they are helping to save. This powerful visual evidence of their efforts then translates into cash, via auction, all of which is donated to the program dedicated to saving the Cat-Ba Langur.
RESULTS
The engaging nature of the #animachine donation platform attracted crowds of supporters. They contributed the thousands of layers needed to build the statues. All of which helped grow awareness. And every cent raised on auction will help grow the Cat-Ba Langur population. #animachine let people reach out of the digital realm. And touch the real world, which made hashtags literally count in real life.
