Mumbai: The Hindu and its agency partner, Ogilvy Bangalore, lend a voice to the voiceless yet again on the occasion of World Wildlife Conservation Day.

The Hindu featured an obituary section of a different kind. "The Other Obituary" mourns the loss of flora and fauna that were killed due to human intervention. As the earth undergoes its sixth mass extinction, the campaign aims to raise awareness about the alarming number of brutalities against wildlife. It blends facts from real news stories with fictional elements to hit home the pressing need for wildlife conservation. By humanising animals and plants, The Hindu’s new campaign tugs at the hearts of its readers and encourages them to do their bit to save wildlife.

"The Other Obituary" was released through The Hindu newspaper on 4 December 2022 and as a series of tweets (to announce the deaths) through the newspaper’s official handle. Through their reader engagement initiative, The Hindu invites readers to write about the human-caused deaths of animals, birds, reptiles, and plants in their vicinity. These stories will be featured every week in "The Other Obituaries" section online.

Ogilvy India (South) group creative director Sharat Kuttikat said, "Losing a loved one is an agonising experience; the loss of any member of our extended family in the wild should feel no different. In this context, "The Other Obituary" is a provocative piece and the need of the hour. By reporting the deaths of animals, birds, and our precious natural resources, we hope the section brings into focus human cruelty and negligence that needs to stop."