The Body Shop, which has always been at the forefront of environmental conservation, has this time advocated for Bio-Bridges by beautifying the London’s Westminster Bridge.

The UK-based beauty brand has installed five six-foot moss covered monkeys on the iconic bridge. The installation represents a rare and endangered species, the Red Shanked Douc found in the Khe Nuoc Trong forest in North Central Vietnam. It strikes chord with the idea of linking habitats and restore degenerated lots and aims to create awareness about the need of Bio-Bridges, a new initiative by the company to help restore the endangered habitats around the world, starting with Khe Nuoc Trong.

As per the company statement: “The Body Shop’s new Bio-Bridges programme aims to regenerate 75 million square metres of forest and protect it from exploitation, poaching and unsustainable harvesting. Bio-Bridges regenerate and reconnect corridors between healthy rainforest, linking isolated and endangered animals and plant species, allowing them to again breed and thrive.”

Besides, the programme aims at helping local communities by engaging them and helping them through in the long-term protection of the Bio-Bridge habitat and providing a more sustainable way of life for the residents in the area.

We’re building bridges with nature… literally! As part of our commitment to protect and enrich the world we live in, we’re building Bio-Bridges, natural corridors which help endangered creatures like Reggie find ‘The One’. Everytime you shop in store or online with us this summer, you’ll be helping to restore 1 square metre of rainforest in The Khe Nuoc Trong, Vietnam. #FindReggieLove #EnrichNotExploit #Biobridges #SummerofLove #TheBodyShop #EnricherSansExploiter

A video posted by The Body Shop Official (@thebodyshop) on May 25, 2016 at 2:40am PDT

Even The Body Shop customers will participate through an in-store and online campaign, ‘Help Reggie Find Love’, featuring Reggie, and a Red-Shanked Douc from Vietnam, where their purchases will help restore and protect one square metre of habitat in the forest.