To make people aware of the urgent need to protect the Earth's living resources.

The main challenge was that, though people know about the dwindling numbers of animals and birds, they are not fully aware of the absolute urgency of action required to stop the dwindling. This calendar, with its daily warning, raises the alarm each and every day.

People were encouraged to not just care but also act for the environment. There was a rise in awareness about Sanctuary magazine's commitment to the planet's fauna and flora.

The creative concept is simple: a calendar in reverse.The dates of each month appear backwards (for example, January starts with the 31st and ends with the 1st). This reverse calendar works as a daily reminder on how animal numbers in the wild are decreasing every day.The design aesthetic was carefully chosen to deliver this daily warning in the most simple, straightforward manner. There is plenty of breathing space with a fresh, stark colour for each month. The illustration style is unique but clear and simple. Each month features a different endangered species. All in all, the design acts as a simple medium to deliver the powerful message.