Interactive ad: Australian Conservation Foundation: Nature's Cry

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Top 6: August 21st 2024

Australia holds the highest rate of deforestation in the developed world. With the government rewriting our nature laws this year, ACF had to find a way to make them listen. ACF partnered with Dr. Lilach Hadany from Tel Aviv University to create the Nature’s Cry project. Her team discovered that plants emit ultrasonic popping noises when in distress- haunting sounds we’ve never heard before. Through an algorithm, these signals were modified into something audible for the human ear, and we then brought them to our own backyard as Nature’s Cry, helping us hear this dying ecosystem. Pop star and activist Jack River even turned this audio into a song to encourage climate action. By translating nature’s cry for help, we gave Australia an unignorable sound to rally around, gathering over half a million petition signatures to send our government.