The Endangered Wildlife Trust wanted to take preventative action against increased littering during the 2010 World Cup. To alert South Africans and tourists to the plight of coastal birds due to excessive littering, TBWAHuntLascaris created a press campaign highlighting the effect of this pollution. The advertisements show birds that have been killed by litter they have ingested. The images carry the line: ‘If you don’t pick it up they will’. The birds’ bodies are decaying around the rubbish inside them, demonstrating how litter outlasts wildlife. Readers were driven to visit www.ewt.org.za to find out more.
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