Did you know that the African Elephant is projected to go extinct in the next 50 years? What about the African Rhino, whose entire species might be gone by the end of the decade? The lifelines of these species are running out because of deforestation and poaching, but WWF works tirelessly to help make a positive impact on these species. This series of subway and transit advertisements highlight the fact that time for these animals is running out and that every minute now counts. Created to look like a heart monitor, whose projected outcome is to flat line, this hard-hitting campaign is meant to raise awareness and possibly extend the lives of these animals.