“Tracks of Extinction” – Velingrad ALCALIA

Since 2020, Velingrad Mineral Water has been strengthening its connection to wildlife conservation in the Rhodopes, moving beyond showcasing nature to actively protecting it. The brand faced a challenge – how to engage people with environmental issues at a time when war, inflation, and political crises dominated public attention.

In 2024, the initiative took shape through “Tracks of Extinction”, a traveling exhibition highlighting 87 endangered species from the Rhodopes. The goal was to make an invisible crisis visible, transforming cold statistics into an emotional and immersive experience.

The exhibition resonated widely, attracting 11 345 visitors, earning 231 media mentions, and generating interest from five cities, which requested to host it independently. Through “Tracks of Extinction,” Velingrad Mineral Water not only raised awareness but sparked a national conversation about the urgent need to protect Bulgaria’s disappearing wildlife.