PR in the Philippines

New York City, New York Aug 31, 2025  – Global attention has been captivated by a video and a single photograph originating from Uganda’s Bwindi Impenetrable National Park. Displayed on the massive billboards of New York’s Times Square, the video begins with Tarzan’s iconic roar, drawing viewers in before delivering a potent message: “Our Cell Phone, Their Grief: Save the Gorillas,” accompanied by striking images of endangered mountain gorillas. Far more than a simple image, this work powerfully reveals the environmental destruction and biodiversity crisis driven by modern technology, sparking awareness worldwide.

The Secret of Bwindi and the Gorillas’ Cry
Designated a UNESCO World Heritage Site, Bwindi Impenetrable National Park is a natural treasure spanning 321 km² of dense lowland and montane forests. Located a challenging 13-hour journey from Uganda’s Entebbe Airport, it serves as the last sanctuary for approximately 400 mountain gorillas—half of the global population. Across the park’s four sectors (Buhoma, Ruhija, Rushaga, and Nkuringo) in the Kanungu, Kabale, and Kisoro regions, 14 gorilla groups live under the stringent protection of the Uganda Wildlife Authority. Yet, their survival is imperiled by the very electronic devices we use daily, such as smartphones.

The Hidden Tragedy Behind Smartphones
According to the International Union for Conservation of Nature (IUCN), three of Africa’s four gorilla subspecies are critically endangered. The primary cause is habitat destruction. Alarmingly, tantalum, a key mineral used in smartphone production, is extracted from coltan mined in Central Africa—an area rich in gorilla habitats. Forests are burned, and land is torn apart for mining, steadily eradicating the gorillas’ home. The irony is stark: the smartphones in our hands are directly linked to the gorillas’ tragic plight.

The Star of Times Square
This powerful message is embodied in a photograph by UNESCO-designated photographer Ji Young-Bin, created in collaboration with Conservation Through Public Health (CTPH) in Uganda’s Bwindi. The gorilla’s eyes in the image powerfully convey a striking contrast between life and tragedy. Blending the symbol of the wild with relics of outdated technology, the photograph starkly reveals the paradox that modern technological advancements are accelerating the extinction of wildlife.

Photographer Ji Young-Bin shared the following about the work:
“My collaboration with Dr. Gladys Kalema-Zikusoka led me to deeply reflect on the conflict between environmental conservation and human progress. Smartphones symbolize our innovation, but their production destroys gorilla habitats. This photograph is not just art—it’s a call to action for a sustainable future. We must change now so future generations can witness the majesty of gorillas in the wild.”
Set to the background music of “Mayday,” the video juxtaposes the world seen through diverse human eyes with the tearful gaze of the last gorilla, prompting profound reflection.

A Message Spreading Globally
Beyond Times Square’s billboards, this video is spreading worldwide through social media and online platforms. Partnering with GORILLA51 Megazine, Ji Young-Bin has pledged ongoing support for gorilla conservation in collaboration with CTPH. The work is also showcased in an online exhibition at www.gorilla51.art, inviting everyone to join this powerful cause.

The project was conceived by chief planner Ji Haesoo, with photography by Ji Young-Bin and filming by expedition cinematographer Kyeho Kim. The music was composed by Jo Woo-Jin, known for working with artists like Hyoshin Park, Tei, and Jiyoung Baek.
This photograph and video go beyond mere display, urging action. They prompt reflection on how our daily choices, like using smartphones, impact gorillas in distant Africa. In an AI-driven era, this image poses a question to modern society: How many lives are we willing to sacrifice for our convenience? The gorillas of Bwindi await our answer.

Will Tarzan, King of the Jungle, Make an Appearance?
The video leaves it to the world’s eyes to discern truth from falsehood. Join the global campaign to protect gorilla habitats!