May 06, 2013
On an occasional basis mongabay.com highlights a video or film. Any views expressed in these clips are those of the filmmaker/producer and do not necessarily reflect the views or endorsement of mongabay.com.
A new powerful video by the conservation program, APES, highlights the threat faced by many species: not being cute enough. The creative short video was produced pro bono by Ogilvy & Mather Chicago.
"The mission of APES is to raise awareness around all endangered animals, versus putting the emphasis on just one particular species," said Lee Theisen-Watt, founder of APES, which is a project of the Conservation Trust. "By exposing the contrast certain animals receive in conservation efforts, we hope to give other primates—like the gorilla—a stronger shot at survival."
APES concentrates its work on rehabilitating primates.