Mr Leatherback is a brilliant idea thought up to protect the endangered turtle species of the same name.
Essentially this is a very clever PR campaign centered around a man, or woman, in a turtle suit. His mission is to defend his species by befriending the human race.
What could be a rather standard idea has been made brilliant by the integrated use of social media such as twitter, flickr and some great videos featuring the turtle hero.
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Mr Leatherback Saves His Species by Befriending Humans
By: Cowbag - Published: Jun 24, 2009 • References: mrleatherback