TBWA\HAKUHODO and Nissan Motor have launched a groundbreaking initiative called “NISSAN ANIMALERT,” aimed at achieving zero wildlife fatalities caused by vehicles. Launched to coincide with World Wildlife Day on March 3, the project introduces an innovative solution designed to protect endangered wildlife from road accidents. A pilot test will be carried out, and Nissan will release a project film and interviews on its official YouTube channel and social media platforms.
NISSAN ANIMALERT takes inspiration from electric vehicle (EV) pedestrian alert systems, which warn pedestrians of approaching cars. The initiative adapts this technology to emit customized frequencies intended to deter animals from roads, significantly reducing the risk of wildlife fatalities.
The first phase of the project will focus on safeguarding the endangered Amami rabbit, a species found only on Amami Oshima and Tokunoshima islands, and classified as Critically Endangered. This collaboration brings together various stakeholders, including Nissan, Amami City, the Ministry of the Environment, Okayama University of Science, and T.M.WORKS, among others.
The project name, “NISSAN ANIMALERT,” combines “animal” and “alert,” reflecting its core mission of protecting wildlife through innovative technology to prevent roadkill.
Project Background: From Human Safety to Wildlife Protection
TBWA\HAKUHODO has long supported Nissan’s animal welfare initiatives, including the “#Knock Knock Cats” campaign, which encouraged drivers to tap their car hoods before starting their engines to protect cats from hiding in engine compartments. With NISSAN ANIMALERT, the commitment to animal welfare expands to wildlife protection through the adaptation of Nissan’s EV pedestrian alert sound technology. First introduced in 2010 with the Nissan LEAF, this system warns pedestrians of approaching vehicles and is now being repurposed to alert animals, helping prevent wildlife fatalities.
Developed over three years, the initiative was made possible through collaboration between Nissan, local authorities, and academic research institutions, combining their expertise to integrate this innovative solution into real-world settings.
A Growing Problem
In 2022, Japan’s Ministry of Land, Infrastructure, Transport, and Tourism reported over 70,000 wildlife fatalities on national highways and 51,000 on expressways, with species like dogs, cats, raccoon dogs, birds, and deer being the most common victims. With forests covering 70% of Japan’s land, coexistence between wildlife and vehicles remains a critical challenge, particularly in regions like Amami Oshima, a UNESCO World Natural Heritage Site.
Amami Oshima has seen a rise in wildlife fatalities, especially involving the Amami rabbit. According to the Ministry of the Environment, incidents involving the rabbit have increased for seven consecutive years, with a record 147 cases in 2023. Through NISSAN ANIMALERT, Nissan and its partners hope to mitigate this issue and contribute to the protection of endangered species.
