We wanted to create a viral which would both have impact with and create discussion amongst young internet users. This audience do not watch ITV programs in large numbers and rather than a traditional “animals in pain” promo we wanted to create a film which challenged them to think about the bigger picture of extinction by asking the question “what if you were the last of your species”. Shot for only £3,000 and released virally through posts on spiked humour, blogs and YouTube it was a successful and cost effective way of promoting an important public service message.