An educational marathon dedicated to protecting unique animals has been launched by the Interregional Association for the Study and Conservation of the Snow Leopard "Irbis" and the MAER media holding. In Russia, only 87 snow leopards remain.

The average lifespan of a snow leopard (irbis) in the wild is 10−13 years. Hunting them is prohibited worldwide. Snow leopards are listed in the IUCN Red List, the Red Data Book of Russia, and CITES Appendix I, which bans trade in endangered species. Yet the primary threat still comes from humans.

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Today, only 87 snow leopards live in Russia—a result of years of painstaking work by scientists, the state, nature reserves, and volunteers. We are seeing positive trends, but for a stable and genetically healthy population, the country needs at least 300 individuals. Preserving the snow leopard is a matter of safeguarding its habitat, its prey base, and minimising human impact. Only a systematic approach and public awareness will prevent these unique predators from disappearing,

stated Ali Uzdenov, Chairman of the Board of Trustees of the Interregional Association "Irbis" Centre for the Study and Conservation of the Snow Leopard.

Snow leopards, or irbises, are called the guardians of the mountains because of their elusiveness. Their ability to navigate the steepest cliffs and gorges where other animals cannot survive, their smoky-grey coat, soft paws that allow silent movement, keen hearing, and exceptionally secretive nature make encountering one a rare stroke of luck. In Russia, the snow leopard inhabits Altai, Buryatia, Tyva, and Krasnoyarsk Krai.

Conserving the snow leopard is not only an environmental task but also a matter of national responsibility, a challenge that cannot be addressed without uniting the efforts of the state, experts, business, and the media, noted Konstantin Mayor, owner and General Director of the MAER media holding.

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The snow leopard is a symbol of both the strength and fragility of our nature. Whether it remains part of the country’s future depends on us. Our media holding’s mission is to engage millions of Russians in the preservation of natural heritage. Today, every second adult Russian receives information through the MAER ecosystem. We have launched a large-scale information wave on our outdoor screens, indoor screens, and media network. Russians will see information about the project approximately 40 million times, read dozens of articles online, and, together with their children, can participate in an educational quiz,

shared Konstantin Mayor.

The snow leopard can already be seen on the streets of major cities; it has appeared on 29 massive media facades and 28 digital street screens in key locations across Moscow, St. Petersburg, Kazan, Sochi, Novosibirsk, Vladivostok, Krasnoyarsk, Yekaterinburg, and many other cities. The information campaign will also step "inside" public spaces.

The educational "marathon" is taking place nationwide in pick-up points, restaurants, and cafés. The digital quiz dedicated to the snow leopard is an excellent way to get to know this unique mountain inhabitant in an interactive format.
A cooperation agreement between the Interregional Association "Irbis" Centre for the Study and Conservation of the Snow Leopard and the MAER media holding was signed in Moscow on 22nd December. The goal of this partnership is to engage millions of Russians in preserving our natural heritage.