ARKive is a unique global initiative, gathering together the best films, photographs and audio recordings of the world's threatened animals, plants and fungi into one centralized digital library. Films and photographs are a powerful means of building environmental awareness - they can bring a scientific name to life, show what a species looks like and why it is special. Continued habitat destruction and the rise in extinction rates also mean that for many species, films and photographs may soon be all that remains. They are, therefore, important historical and scientific records of the species they depict. ARKive is leading the 'virtual' conservation effort by creating comprehensive and enduring multimedia species profiles, complementing other species information datasets, and making a key resource available for scientists, conservationists, educators and the general public. These important audio-visual records are being preserved and maintained for the benefit of future generations and are freely available at www.arkive.org.