World Turtle Day is an annual observance held every May 23rd. It began in 2000 and is sponsored by American Tortoise Rescue. The day was created as a yearly observance to help people celebrate and protect turtles and tortoises and their disappearing habitats, as well as to encourage human action to help them survive and thrive. A study on the effects of biodiversity awareness days listed World Turtle Day as an example of how they increase the internet search traffic on the protected species.