TBWA\HAKUHODO and Nissan Motor have joined forces to launch ‘NISSAN ANIMALERT,’ a new initiative aimed at reducing wildlife fatalities caused by vehicles to zero. This innovative solution adapts electric vehicle pedestrian alert systems to emit frequencies that deter animals from roads, protecting endangered species like the Amami rabbit. The project is a collaboration between Nissan, Amami City, the Ministry of the Environment, Okayama University of Science, and T.M.WORKS. Through this initiative, Nissan aims to extend its commitment to animal welfare initiatives beyond cats to include protection for wild animals.
The first phase of the project focuses on Amami Oshima, where incidents involving the endangered Amami rabbit have been increasing. By analyzing high-frequency sound characteristics at the Nissan Technical Centre and conducting on-site trials in Amami Oshima using a test device, preliminary results have shown immediate avoidance behavior from Amami rabbits when the device is activated. This technology, originally designed for pedestrian safety, has been adapted to protect wildlife, demonstrating Nissan’s dedication to reducing accidents involving animals.
The urgent need for wildlife protection is underscored by the high number of wildlife fatalities on Japan’s national highways and expressways, with over 70,000 incidents reported in 2022. With forests covering 70% of Japan’s land, the challenge of coexistence between vehicles and wildlife remains a critical issue. The NISSAN ANIMALERT project aims to address this issue by utilizing innovative technology to prevent wildlife fatalities and safeguard endangered species.
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