Protecting the Guardians of the Mountains: Media and Environmentalists Unite to Save the Snow Leopard

A Population on the Brink

A large-scale educational marathon aims to deliver a stark message to millions of Russians: only about 87 snow leopards currently remain in the mountain regions of Altai, Tuva, Buryatia, and Krasnoyarsk Krai. The number speaks for itself – the population is hovering at a critical threshold.

Civil society organizations, scientific experts, and major media players are addressing the issue in a language accessible to the general public. Digital advertising, content on outdoor screens in megacities from Moscow to Vladivostok, interactive quizzes, and educational materials are being used to reach audiences far beyond the traditional environmental community.

The goal is broad public engagement, turning snow leopard conservation into a nationwide cause. The campaign has the potential to give a strong boost to environmental education. Interactive formats align well with younger audiences, encouraging interest in science and volunteer work. This directly supports Russia’s national Ecology project, where the snow leopard is designated as a priority protected species.

From Awareness to Action

The Irbis Association began focusing on snow leopard protection a decade ago. At that time, Russia’s population was estimated at only around 20 individuals. For comparison, Kyrgyzstan hosts roughly 400 snow leopards, Mongolia about 600, and the global population is estimated at around 4,000. To draw public attention, Irbis initiated the production of the documentary Master of the Altai Mountains, which went on to win awards at more than 20 film festivals in Russia and abroad.

Today, only 87 snow leopards live in Russia. This figure is the result of many years of painstaking work by scientists, government bodies, nature reserves, and volunteers. We are seeing positive dynamics, but a stable and genetically healthy population requires at least 300 individuals. Conserving the snow leopard is about securing its habitat, its prey base, and minimizing human impact. Only a systemic approach and sustained public attention will prevent these unique predators from extinction

Ali Uzdenov

Chairman of the Board of Trustees, Interregional Association “Center for the Study and Conservation of the Snow Leopard ‘Irbis’

Snow leopards are listed on the IUCN Red List, in Russia’s Red Data Book, and in the appendices of the CITES convention, which bans trade in endangered species. Hunting is prohibited worldwide. In Russia, new conservation approaches are being implemented, including the creation of compensation herds and educational programs for communities living in snow leopard habitats. International cooperation also plays a significant role: the Irbis Association has joined the Global Snow Leopard and Ecosystem Protection Program, helping coordinate cross-border efforts to protect the species.

At the Center of the Agenda

The “Protecting the Guardians of the Mountains” project represents a timely hybrid of environmental advocacy and digital communications. It aligns both with global trends in ecological education and with Russia’s national nature conservation strategy.

The snow leopard is a symbol of both the strength and fragility of our natural world. Whether it remains part of the country’s future depends on us. Our task as a media holding is to engage millions of Russians in preserving natural heritage. Today, every second adult in Russia receives information through the MAER ecosystem. We have launched a large-scale information wave across our outdoor screens, indoor displays, and media network. People will see project information, read dozens of online articles, and, together with their children, take part in educational quizzes

Konstantin Mayor

CEO of the MAER media holding

In the near term, the campaign is expected to expand in both geography and format, including online courses, mobile applications, and integration of materials into school curricula. The key forecast is a stronger influence of public opinion on environmental policy. If successful, the initiative could not only raise ecological literacy but also act as a catalyst for increased funding of scientific research and conservation programs, while strengthening international dialogue.