Enroute Extinction Favorite 

Practitioner: 

Date: 

Jun 20 2021

Location: 

Digital Campaign

Anjali Mehta is an illustrator from New Delhi, India. She is primarily known for her graphic shapes, gentle lines, bold colors, and strong female subjects. She is also designing a series titled Enroute Extinction that uses the same bright colors and familiar layout of a postage stamp. This series highlights animal species in India that are at risk of extinction.

Mehta's work was also part of Biodiversity by the Bay's campaign #MakeArtforMumbaisMangroves. This campaign has seen an engagement with over 260K people and counting on Instagram.

Make Art for Mumbai’s Mangroves is a part of a series of dynamic and creative programs conceptualized by the Ministry of Mumbai’s Magic to create a conversation around Mumbai’s rich wetlands and drive citizen action in favor of Mumbai’s rich biodiversity including a fellowship for youth to champion solutions for city’s public parks, a podcast to build a healthy climate discourse in the city, a series of creative tactics that bring attention to Koli community’s role as caretakers of city’s coastline and piloting initiative that creates biodiversity register for hyper-locally by engaging communities to present it to the decision makers.

Posted by ChrisC on

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Effectiveness

How does this project help?

Timeframe For change

Notes

By situating the animals in the format of a postal stamp, where such images are usually associated with things that are of the past (ex/ stamp collecting), this project affectively prompts the viewer to consider that these animals could become extinct within the near future. However, it is unclear how/whether or not the project was effective in driving people to action, or if the campaign generated tangible means of habitat preservation efforts.