When we find an injured wild animal, our first instinct is often to bring it home. To keep it safe, feed it, and take care of it. But for wildlife, this very human idea of care can mean taking them further away from where they belong.
The campaign started from a simple shift in perspective: for a wild animal, home is not a house. It’s nature.

Working with Fundația Visul Luanei and Alina Vîlcu, we turned this idea into a campaign that challenges a familiar perception of what real help means.

Instead of humanising wildlife by bringing it into our world, we invited people to look at the world from theirs. Where safety, care and recovery should ultimately lead back to the wild.
The role of the campaign was therefore not simply to raise awareness, but to change a behaviour: when a wild animal needs help, the right destination is never our home, but a specialist rehabilitation centre and eventually, back into nature.