Save the Rhino launches ‘Help a Ranger Save a Rhino’ integrated campaign
Monday November 10, 2014 at 10:14am
Animal charity Save the Rhino International (SRI) has launched two new campaigns to raise awareness of the plight of the world’s critically endangered rhino population and drive donations from rhino enthusiasts, keen conservationists and animal lovers. Created by integrated creative agency 23red, the two campaigns are ‘Help a Ranger save a Rhino’, the charity’s appeal of the year, and ‘Big 5 not Big 4’, a direct mail campaign targeting those who have recently returned from safari. ‘Help a Ranger Save a Rhino’ highlights the work of rangers in Hluhluwe-iMfolozi Park, South Africa, and focuses on the individual items of kit (some of them very ordinary, like boots) that need replacing to help them protect rhinos. The campaign asks people to donate towards specific pieces of kit, making it easy for them 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 various social media platforms. Secondly, 23red has created a direct mail fundraising 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.