For over 100 million years, sea turtles have roamed our oceans, playing a vital role in marine ecosystems. Today, they face an alarming decline due to human activity. Bycatch in fishing nets, plastic pollution, poaching, habitat destruction and climate change are pushing several species toward extinction. The hawksbill, green and leatherback turtles are already classified as endangered or critically endangered species.

Despite conservation efforts, the threats persist. To ensure their survival, WWF needed a campaign that wouldn’t just inform, but also ignite action. A campaign that would make people feel the urgency to protect these ancient sea creatures before it’s too late.

Some images seem too cruel to be real. Yet, they are.

The campaign video presents a hauntingly familiar scene: a sea turtle dragging a tangled fishing net and plastic waste behind it, struggling to move forward. At first glance, it almost looks staged. The message appears: “This video was made without artificial intelligence.”

Then, the word “artificial” fades away, leaving only “intelligence”. Because this crisis isn’t fiction. It’s reality. And the responsibility to act lies with us.

This powerful message was deployed across magazines, social media, static banners and cinema screenings, reaching audiences that could no longer look away. By confronting people with the unfiltered truth, the campaign urged them to take action, before these creatures disappear for good.