The environmental charity Synchronicity Earth celebrated its 5th birthday in 1994 with This is Now, a London street-art campaign to bring awareness to inspire people to protect nature and to realise that it is within our power to do so. The campaign marked 50 years of The IUCN Red List of Threatened Species.
Bozas International produced the film and ran the social media campaign for This is Now. It featured the artist Louis Masai giving a voice to species on the brink of extinction through his street paintings of 10 species currently or formerly found in the UK.
He painted examples of species now extinct in the UK (the lynx and the orange-spotted emerald), species at risk (the hedgehog, the house sparrow and the stag beetle), successful reintroductions (the common crane) and invasive species (the gudgeon, the scorpion, the American bullfrog and the parakeet).