Insight
Eco-anxiety has become so paralyzing that Millennials and Gen Z often feel frozen, unsure of where to even begin to make a tangible difference.
Context
2/3 chimpanzees have vanished in just over a century. The scale of the loss is astonishing.
Idea
We hijacked the "Lost Pet" flyer—a universal symbol of hope and community-to turn anxiety into action.
Using the familiar tear-off format, we provided a simple yet impactful way for people to contribute: a direct donation to the Jane Goodall Institute to protect remaining chimpanzee habitats.
A donation is a direct action, but the impact doesn't stop there. We invite readers to tear off and post the flyer in their own neighborhoods to encourage others to join the movement and "spread the good"—a witty hint to Jane Goodall Institute's way of transforming a single individual act into a powerful and collective effect.
Credits:
Art Director : Ebenezer Somado
Copywriter : Safia Lukawecki
Recognition : Top 5 Shortlist, Young Lions 2026
