Boris the giant polar bear comes to Sloane Square to highlight plight of endangered species

Throughout the 28-day period the public, celebrities, organisations and corporations will be encouraged to register their support for the campaign online and visit Boris in person if they are able to.

Adam Binder said: "If people stop for just a moment to contemplate Boris and the plight of the polar bear, it will have served a purpose. Art should make you think. Wildlife art, particularly a piece on this scale, will hopefully be poignant and remind us that we're all part of nature and have a responsibility to every creature on our planet. The endangered polar bear symbolises this better than anything else and Boris carries an important message for us all."

Adam Binder, Jim McNeill (founder of the Ice Warrior Project) and environmentalist Stanley Johnson (father of the other Boris) unveiled the sculpture on Monday.

Throughout the 28-day period the public, celebrities, organisations and corporations will be encouraged to register their support for the campaign online and visit Boris in person if they are able to.

Boris, who is cast entirely of bronze and weighs 700 kgs is the brainchild of the award-winning artist Adam Binder, whose work in ceramics and sculpture has won him critical acclaim throughout a career spanning 20 years. Adam won the David Shepherd Wildlife Artist of the Year in 2010, and was elected a Member of the Society of Wildlife Artists in 2011.

Conservationist, David Shepherd CBE FRSA said: "It is fitting that Adam Binder's first monumental sculpture should be this beautiful polar bear, a species that is, quite literally, on thin ice. If Boris' lonely vigil in a London square makes people stop and think, even for a minute, Adam will have achieved his aim."