World Wildlife Fund for Nature: 404 Not Found

Russian social networking site, Odnoklassniki, and the world’s leading conservation organisation, the World Wildlife Fund For Nature (WWF), have teamed up with Hungry Boys to create a campaign that raises awareness for the country’s endangered species. The campaign entitled, ‘Rare Page,’ is activated if the 404 page on the social network is accidentally reached through invalid searches. A replacement 404 ‘Not Found’ page is then presented to users, showcasing a variety of animals listed in the International Union for Conservation of Nature (IUCN) Red List. These animals are close to 'not existing' as they face a high risk of extinction. By accessing the page, visitors can then decide if they want to make a donation to the WWF.