The campaign’s target was to communicate WWF’s universal message for the conservation of nature to a large number of people via the internet, encouraging them to look at the WWF from an entirely new angle, and to make each of them feel like a spokesperson for nature. Based on this, the piece literally gives nature a voice or, rather, several voices. By using the computer’s microphone, each user can talk through an animal’s mouth, thus creating a voice channel that the whole world can hear. The final result is a far-reaching, multi-user, voice-chat channel that works on behalf of WWF.