Wildlife charity Save the Rhino International is launching a twin fundraising campaign through agency 23red, aimed at raising vital funds to save the endangered species.
At the beginning of the 20th century there were 500,000 rhinos across Africa and Asia, but there are now just 29,000 in the wild today. In 2011, the Western black rhino was declared extinct.
23red is aiming to tap into this with two campaigns to engage rhino enthusiasts, keen conservationists and animal lovers: the annual appeal “Help a Ranger save a Rhino”, and “Big 5 not Big 4”, a direct mail campaign targeting those who have recently returned from safari.
The “Help a Ranger” initiative highlights the work of rangers in Hluhluwe-iMfolozi Park, South Africa, and focuses on the individual items of kit that need replacing to help them protect rhinos.
The campaign asks people to donate towards kit – making it easy for consumers to see how their donations will make a difference.
The first element of the campaign also features a zoo toolkit including posters, fundraising ideas and exercises to encourage partnering zoos and their visitors to help with the cause.
In addition 23red has developed a series of digital newsletters that allow the recipient to get to know a different ranger in Hluhluwe-iMfolozi Park, and understand why certain pieces of equipment are so important in helping them save the rhino. SRI has also developed a series of films as part of the campaign, running over the coming months on social media platforms.
Secondly, 23red has created a direct mail campaign with the strapline “Big 5 not Big 4”. Working with tour operators, it targets those who have recently been on a safari holiday, highlighting that one of the five most popular animals they may have seen in Africa, may not be there for much longer. A lenticular postcard dramatically shows a rhino disappearing if nothing is done.
Save the Rhino International corporate relations manager said: “With three rhinos being poached a day on average this year in South Africa alone (899 rhinos poached as at 24 October 2014), the campaign is a great platform to reach out to those who are passionate about rhinos having witnessed them first-hand on their safari. It’s fantastic to have the support of the travel operators in helping us engage with and involve this important audience.”
23red creative director and founding partner Sean Kinmont added: “The future of wildlife is inextricably linked to the communities that share its habitat. By funding field projects and through education projects, the goal of Save the Rhino International is not only to deliver benefits to the rhino but also to other endangered species, the eco systems, and people living in the local area.”
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