Around 900,000 seals are killed every year for meat and fur – but how do you get people hundreds of miles away to take notice?

Animal protection foundation Noah created a fun, interactive billboard in order to collect small change and get people thinking in Germany. Magnets were attached to the back of the billboard and passers-by encouraged to throw their loose change at the image of a man about to club the seal. The change stuck and slowly covered up the man - “killing” the seal killer. It clearly proved to be quite popular and has raised the profile of Noah, not only on the street, but also online as this video is shared.