'Save for later'

On World Wildlife Day 2025, Illumineye Communications created an awareness campaign to spotlight the critical decline in wildlife populations.

The campaign name, "Save for later," is carefully employed to create cognitive dissonance—the audience is faced with the uncomfortable truth that postponing action leads to irreversible consequences.

The ad mimics an internet search result. For example, "Amur Leopard" is searched, and it shows "84+ results found." This subtly emphasizes how few of these critically endangered animals remain.
The "save for later" button creatively hints at the urgency—wildlife conservation cannot be postponed.

The close-up and clear pictures are used to invoke cathartic emotions in the audience, through these, Illumineye initiates a vital effort to be the voice of the voiceless.

The population numbers have been sourced from the World Wildlife Fund’s, reinforcing the authenticity of the declining numbers utilising data-driven approach.

Without any overwhelming text, the design effectively utilizes visual storytelling to gently encourage viewers to reflect on endangered species and the importance of conservation.

This campaign effectively leverages digital language and user experience design elements to raise awareness about the wildlife crisis in a way that resonates with modern audiences, particularly younger generations accustomed to online interactions.