Earlier this month the wildlife charity WWF published a harrowing report that estimated there had been a 68% decline in the number global vertebrate species populations between 1970 and 2016 due to “humanity’s increasing destruction of nature.”

To promote awareness of these serious declines, caused largely by human actions, WWF’s Danish creative agency Pong turned a bus into a creative canvas by creating a jungle-themed wraparound with images of an orangutan, gorilla and tiger on the side of the vehicle.

As well as looking striking, the ad has a simple but clever twist: When the doors open to let passengers disembark, the animals become hidden from view. The message on the bus reads: “Every time this bus stops, an endangered animal disappears.”

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