What a Pika

A San Francisco billboard is promoting a small mammal’s ecological plight. Earth Justice, an eco-lobbying nonprofit, is publicizing its advocacy for the pika, an endangered, rabbit-sized mammal that can’t withstand varying temperatures, via donated billboard space. The billboard copy says, “What does it take to help save the endangered pika? About 20 seconds.”
The billboard, and other ads in public-transportation stations in San Francisco, links to Foursquare social-networking app to drive campaign donations: “Check in now at Foursquare at Earthjustice ad. Every time you check in, an Earthjustice donor will donate $10 to protect endangered species.”
The Minneapolis-based Human Ideas agency developed the ad.
Biologists say the pika is among the animals most at risk in the U.S. Their goal is to get the pika on state and federal endangered species lists in the U.S.
More than 5,700 commuters have checked in so far, easily meeting the $50,000 donation goal. They’ve also posted their Foursquare check-ins on their Twitter and Facebook pages.
Two other Earthjustice ads address oil and water: “Use your cellphone to drill the oil industry” and “Don’t just stand there. Stand there and help keep Tahoe’s water clean.”