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when we are browsing the web and hit a "404 Error"—it means something that should be there is missing. This campaign uses that famous internet message to show what happens when an animal goes extinct. By using the "404" form in the middle of a forest, it shows that the animal is gone and the "link" to that part of nature is broken. In the digital world, we can just hit the refresh button to fix a mistake, but in the real world, you can’t reload a species once it disappears. It’s a simple way to show that when we lose one animal, it’s like a permanent error that hurts the whole planet’s system.