Nissan Uses EV Technology to Launch Pilot Program ANIMALERT

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 3rd, 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 customised frequencies designed to deter animals from roads, reducing the risk of wildlife fatalities. 

The projects 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 Nissanʼs 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 Japanʼs 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 Japanʼs 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 Japanʼs 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 analysed at the Nissan Technical Centre. 

Testing on Amami Oshima commenced in December 2024, using a Nissan Sakura equipped with  a test device. Preliminary results showed immediate avoidance behaviour from Amami rabbits when the device was activated. 

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.