Pilot Program to Prevent Wildlife Roadkill Using EV Technology Begins on Amami Island

March 3rd 2025, Tokyo, Japan – TBWA\HAKUHODO and Nissan Motor have launched “NISSAN ANIMALERT,” a joint initiative aimed at achieving zero wildlife fatalities caused by vehicles. Timed to coincide with World Wildlife Day on March 3, this initiative introduces a new solution designed to help protect endangered wildlife from road accidents. As part of the project, a pilot test will be conducted, and Nissan will release a project film and interview videos on its official YouTube channel and social media platforms.
Inspired by electric vehicle (EV) pedestrian alert systems, which warn pedestrians of approaching cars, NISSAN ANIMALERT adapts this technology to emit customized frequencies designed to deter animals from roads, reducing the risk of wildlife fatalities.
The project’s first phase focuses on protecting the endangered Amami rabbit, a species found only on Amami Oshima and Tokunoshima islands and classified as Critically Endangered (IB) due to its high risk of extinction. This initiative is a collaboration between industry, government, and academia, bringing together Nissan, Amami City, the Ministry of the Environment, Okayama University of Science, and T.M.WORKS, along with other partners.
The name “NISSAN ANIMALERT” combines the words “animal” and “alert,” underscoring the project’s core mission—to safeguard wildlife through innovative technology and prevent wildlife fatalities.

 

Project Background: From Human Safety Signals to Wildlife Protection Alerts
TBWA\HAKUHODO has long supported Nissan’s animal welfare initiatives, including the “#Knock Knock Cats” campaign, which encouraged drivers to tap their car hoods before starting their engines to safeguard cats seeking warmth in engine compartments. Now, with NISSAN ANIMALERT, this commitment extends to wildlife protection by leveraging Nissan’s EV pedestrian alert sound technology, a system first introduced in 2010 with the Nissan LEAF and later adopted into international safety regulations. Originally designed to warn pedestrians of approaching vehicles, this technology has now been adapted to alert wild animals, helping to prevent wildlife fatalities. Developed over three years, the project was brought to life through collaboration with Nissan, local authorities, and academic research institutions, working together to integrate this innovative solution into real-world environments.

 

The Urgent Need for Wildlife Protection
According to Japan’s Ministry of Land, Infrastructure, Transport and Tourism, over 70,000 wildlife fatalities occurred on national highways in 2022, with an additional 51,000 cases on expressways. The most commonly affected species included dogs and cats (29%), raccoon dogs (28%), birds (11%), and deer (8%). With forests covering approximately 70% of Japan’s land, the challenge of coexistence between vehicles and wildlife remains a critical issue in many regions.
The problem is particularly severe in Amami Oshima, a UNESCO World Natural Heritage Site since 2021, where wildlife fatalities involving vehicles have become a major concern. A study by Japan’s Ministry of the Environment found that incidents involving the endangered Amami rabbit have increased for seven consecutive years, reaching a record high of 147 cases in 2023.

 

Pilot Program in Amami Oshima
Prior to on-site trials, high-frequency sound characteristics were analyzed at the Nissan Technical Center.
Testing on Amami Oshima commenced in December 2024, using a Nissan Sakura equipped with a test device. Preliminary results showed immediate avoidance behavior from Amami rabbits when the device was activated.

 

[NISSAN ANIMALERT Project Movie]
https://www.youtube.com/watch?v=FssabDYu2b4

 

Participating Organizations:
・Nissan Motor Co., Ltd.
・Amami City Office, Kagoshima Prefecture
・Okayama University of Science
・T.M. WORKS
・Nippon University
・Obihiro University of Agriculture and Veterinary Medicine
・Amami Gunto National Park Management Office, Ministry of the Environment
・TBWA\HAKUHODO

[Comments from Project Members]
The distinctive “whirr” sound of an electric vehicle starting to move. That casual sound you hear in the city is actually the result of extensive research and technological development aimed at ensuring pedestrian safety. The sound is designed to make vehicles easily noticeable without being unpleasant, adjusting the range the sound reaches according to vehicle speed, and even contributing to international regulations. Nissan’s purpose, “Zero emission, zero fatalities,” may sound grand, but there are dedicated individuals who seriously consider what can be done to reduce the possibility of accidents, even down to the sounds emitted by vehicles. It was this commitment that served as the foundation for launching this project.
The project’s tagline is “From sound that protects people to sound that protects animals.” The technology and ideas that Nissan has developed for humans can also be applied to protect wildlife. For example, for the Amami black rabbit on Amami Oshima, where roadkill incidents have been increasing. Let’s consult with Amami City officials about current roadkill countermeasures. Let’s hear opinions from Professor Tsuji (Okayama University of Science), an expert on coexistence with animals through sound. Can a ranger from the Ministry of the Environment, who is knowledgeable about the ecology of the Amami black rabbit, join our team? What started as a discussion among a few volunteers from Nissan and TBWA\HAKUHODO naturally expanded into a collaborative effort involving industry, government, and academia.
In this project, not only are Nissan’s marketing, PR departments, and advertising agency involved, but also the development department, universities, local governments, and various members from different organizations. Despite different backgrounds, everyone shares the belief that this technology should benefit the coexistence of both humans and animals. When driving in Amami Oshima, one encounters the Amami black rabbit far more frequently than expected. The fear of accidentally hitting one makes driving at night daunting. We aim to develop this project not only from the perspective of “safety,” to actually reduce accidents and protect the Amami black rabbit, but also from the perspective of “security,” to alleviate the concerns of drivers living in Amami.

 

[Staff List]
Senior Creative Director: Noriihto Takahashi
Planner: Shuichiro Tsuchiya
Head of Design: Yuhei Ito
Art Director: Leona Mori
PR Director: Kyosuke Hashimoto
Creative Producer: Omu Inoue
Account Director: Shunsuke Maruhashi
Account Supervisor: Reiko Saito
Account Executive: Kaede Negoro