The campaign´s target was to communicate WWF´s universal message for the conservation of nature to a large number of people via the Internet. The idea was to encourage them to look at the WWF from an entirely new angle, and to make each of them feel as a spokesperson for nature. Based on this communication strategy, the piece created for that purpose literally gives nature a voice or, rather, several voices. By using the computer´s microphone, each user can talk through an animal´s mouth, thus creating a voice channel the whole world can hear. The final result is a far-reaching multi-user voice-chat that works on behalf of the WWF.