Billboards use barcodes to save homeless critters

Non-profit org goes high-tech to raise awareness of wildlife protection and amalgamate relevant charities' communications efforts.

Toronto-based has integrated photo-enabled barcode technology into its wildlife protection OOH campaign. The eye-catching billboards featuring wild animals marooned in city settings were launched two weeks ago around Toronto.

One of the billboards in the campaign features Microsoft’s Tag High Capacity Colour Barcode (HCCB) technology, which gives smartphone users direct access to the organization’s website by snapping a picture of the barcode on the billboard, which is located at Eglinton Avenue and Markham Road in Toronto. is a philanthropic enterprise of Toronto agency Holmes & Lee that helps nonprofits raise money in a cost-effective manner, so more funds go directly to the causes. The general website links users to six different charities and non-profits pertaining to wildlife, giving a platform for concerned individuals to start informing themselves on the issue.

‘We aggregate for different charities that happen to operate in the same space, in this case it is wildlife protection,’ Peter Holmes, president of Holmes & Lee, tells MiC.

Find out who else is using barcode technology in Canada here.