To raise awareness of the plight of endangered species in Russia, including the snow leopard, tiger, bison and polar bear
We have also stopped noticing the 404 page – Not Found on the internet, as well as animals from the red book Red Data Book
Red Data Book inside Odnoklassniki Users who accidentally reach a “404 not found” webpage on Russian social media site Odnoklassniki will be presented with an image of an endangered species and text telling them that the animal is in danger of “not existing”
404 pages are generated when a user attempts to follow a broken or dead link and one of the most common error messages on the web. This campaign replaces the standard page with an image of an animal and an invitation to donate money to the WWF.
40 000 000
people who saw the project
unique users per month to 404 pages in Odnoklassniki
visitors to the WWF group
new registrations to the WWF group
mentions in the global media
$0 investment saving the WWF more than $200,000
People paid attention to the problem!