Volkswagen Australia cites data saying 90% of wildlife collisions in Australia involve some variety of kangaroo (yes, there's more than one kangaroo species). A 2018 story said the nationwide 'roo population had topped nearly 50 million animals, and as Aussie cities expand, the suburbs are moving further into kangaroo territory, increasing the number of annual incidents. Especially in rural areas, kangaroos will gather at the roadside starting around dusk to get to the water that pools by the roadway and the vegetation growing there because of that water; a single insurance firm, the National Roads and Motorists' Association, said it received 14,500 claims in 2018 just from car-kangaroo crashes. To reduce such events, Volkswagen Australia spent three years working on a project with its local ad agency DDB Sydney, kangaroo behavior specialists at the University of Melbourne, and wildlife organization WIRES to create a gadget that would protect drivers and animals: The RooBadge.