Enroute Extinction

Practitionor:
Date:
Jun 20 2021
Location: ,

Anjali Mehta is an illustrator from New Delhi, India. She is primarily known for her graphic shapes, gentle lines, bold colors, and strong female subjects. She is also designing a series titled Enroute Extinction that uses the same bright colors and familiar layout of a postage stamp. This series highlights animal species in India that are at risk of extinction.

Mehta’s work was also part of Biodiversity by the Bay’s campaign #MakeArtforMumbaisMangroves. This campaign has seen an engagement with over 260K people and counting on Instagram.

Make Art for Mumbai’s Mangroves is a part of a series of dynamic and creative programs conceptualized by the Ministry of Mumbai’s Magic to create a conversation around Mumbai’s rich wetlands and drive citizen action in favor of Mumbai’s rich biodiversity including a fellowship for youth to champion solutions for city’s public parks, a podcast to build a healthy climate discourse in the city, a series of creative tactics that bring attention to Koli community’s role as caretakers of city’s coastline and piloting initiative that creates biodiversity register for hyper-locally by engaging communities to present it to the decision makers.

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Effectiveness

How does this project help?

Timeframe For change

Enroute Extinction seeks to raise more awareness about the endangered/ soon to be extinct animals in India and inspire action to work toward habitat conservation.

Notes:

By situating the animals in the format of a postal stamp, where such images are usually associated with things that are of the past (ex/ stamp collecting), this project affectively prompts the viewer to consider that these animals could become extinct within the near future. However, it is unclear how/whether or not the project was effective in driving people to action, or if the campaign generated tangible means of habitat preservation efforts.