In China, nearly all citizens think that the protection of animals is really the responsibility of the government. So a key objective was to reach them on a deeper level, one that would get them to think and feel more than previously.

In China, where the 12 zodiac animals are deeply meaningful, we created an online calendar with a simple idea. All of the animals in the group of 12 has a strain or a linked species which is truly endangered. The beautiful illustrations depict this animal and copy explains.

In the first 20 days the site had 99k unique visitors, 678k page views, with about 8,000 registering to be members of The Nature Conservancy, more than 3 times the client's expectations.