Turn Ugly is a campaign that shines a spotlight on less visually appealing endangered animals. While we've seen countless campaigns featuring tigers, pandas, and polar bears—species often used as flagship mascots to represent their ecosystems—the reality is that many lesser-known species lack this appeal. Without a charismatic front-runner, these animals struggle to capture public attention and evoke the emotional response needed for conservation efforts.
The campaign is named Turn Ugly because these animals' situations have turned dire, if not outright ugly. To illustrate the grim reality of their declining habitats, we focused on the Saiga Antelope, transforming its image to reflect the harsh conditions it faces. By monstrifying these animals, we aim to show just how desperate their situations are, competing with more traditionally attractive flagship species for awareness and support.
Turn Ugly will have a dedicated website showcasing the lesser-known, less visually appealing endangered species. This platform will provide these animals with a space to be recognized and appreciated without being overshadowed by the more popular endangered species.
