NAILS AGAINST EXTINCTION.

collecting human nails to prevent poaching

Björn Persson is an award-winning photographer and founder of the organization Here Forever Foundation. Through the campaign #NailsAgainstExtinction, you could make a difference just by cutting your nails.

Every year, hundreds of rhinos are killed for their horns. The horns are sold as expensive medicine in Asia, in the belief that they are able to cure everything from cancer to hangovers. But in fact, rhino horn is made up of keratin, the same substance as human nails, and the so called “medications” made from it are completely inefficient. The #NailsAgainstExtinction initiative invited people around the world to cut and donate their own nails. The nails was then packaged and sold as an alternative "medication”. 

Peachy was responsible for the media launch both in Sweden and globally. The mission was to create awareness and receive media attention around the world. The campaign got massive media attention both in Sweden and internationally, with over 150 media coverages, and hundreds of people donated their nails.