The National Geographic has commissioned Tin Man to launch an emotive campaign to raise awareness to its 'Big Cat Initiative' - a scheme to support scientists and conservationists working to save big cats in the wild.
To draw attention to its initiative and the global decline of big cats in the wild, National Geographic enlisted the street artist, Dean Zeus Colman, to design a disappearing missing cat poster.
The 250 sq. ft artwork was placed on the floor of Paternoster Square, London, and features 'Archie' the missing feline. Although it resembling your typical missing cat poster, it's clear that Archie is not your average neighbourhood tabby, but a majestic lion - a species that's population has shockingly declined by 90% in only 75 years.
The copy on the poster reads: "Have you seen Archie? Last seen basking in the African sunshine. We can't imagine life without Archie, can you? Big cats are disappearing from the face of the earth."
As members of the public went about their daily business, they unwittingly rubbed the artwork out with their feet. The disappearing element is a poignant reminder of the role that humans play in the demise of big cats.
A nationwide missing cat poster campaign replicating the artwork will also go live today in Bristol, Leeds, Manchester and Edinburgh.
Mandy Sharp, founder of Tin Man Communications commented: “We wanted to create something emotive that would visually depict how big cats are being literally rubbed from the face of the earth.
"Using the familiar format of a missing cat poster but giving it a little twist and replacing a traditional moggy with Archie, our majestic lion – we knew we would create impact. It was important this was more than just a stunt so we’ve taken it nationwide with replica Missing Cat posters highlighting the plight of Africa’s big cat population hitting cities across the UK from today."
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