WWF believes that animals that are born free and should live free. The objective was to increase awareness that conservation is better than cages.

Since we believe that conservation is better than cages, we would like to imagine a world in which animals roamed free in their natural habitat. So we came up with a design that symbolised an animal behind the bars of a cage. One of the bars, however, was an elastic band. People needed to move the elastic band to open their diary/folder/greeting card. This served as a dramatic, yet constant reminder, of our message. This also made the users feel as if they had the power to change the situation. It showed that each person can make a difference.

WWF lovers used the collateral materials themselves and also gave them as gifts to friends & relatives. This resulted in the message being spread to a large group of people, many of whom expressed a desire to help (both monetarily and with their time) in conservation efforts.