In the last 500 years, human activity has forced 816 species to extinction. In China alone, there are over 385 species threatened today by increasing economic development, poaching and illegal trade. The challenge was to get people feel this situation, to make it more relevant to the average city dweller far removed from illegal poaching. WWF changed the perspective on this reality by transforming Beijing Fang Zhuang underground passage into an animal shooting range. This time the animals had the guns. Each gun was equipped with an infrared sensor that triggered the sound of gunfire as someone walked by. At morning and afternoon rush hours the hallway was jammed with curious people. Volunteers handed out flyers asking people to register on the WWF Web site. The display caused so much alarm it was ordered removed after one day. But the job was done. Fifty-seven volunteers signed up to support WWF conservation.