San Diego Zoo and long time creative partner Epsilon have launched a new campaign for World Rhino Day on the 22nd of September. The Campaign called ‘Let’s Turn Things Around’ hopes to raise awareness and donations for Northern White Rhinos. There are now only 3 white rhino’s left in the world, and the Zoo hopes it can help to breed some more from their remaining rhinos.
San Diego Zoo Global has the most successful rhino breeding program of its kind in the world. Previous campaigns have built the Nikita Kahn Rhino Rescue Center at the San Diego Zoo Safari Park. This one-of-a-kind sanctuary is home to 6 rescued rhinos, and is dedicated to the conservation and reproduction of white rhinos. With help from their Frozen Zoo® and surrogate southern white rhino mothers, they are embarking on a cutting-edge program to bring the northern white rhino back from the brink of extinction.
The Campaign has created the page http://endextinction.org/turn-things-around-rhino, which will be promoted on social media and owned channels until the end of the year. Those wishing to donate at to the campaign can at the website. As well as highlighting the plight of the rhinos the site also showcases how the Global Wildlife Conservancy is using funds, including removing rhinos from dangerous areas and transporting them to protected spaces, as well as spending money to help programs for giraffes, African penguins and pandas via science, research and technology.
Jeff Spitko, director, San Diego Zoo Global Wildlife Conservancy said: “Now is the time to save the Northern White Rhino from extinction. The ‘Let’s Turn Things Around’ campaign is one of our largest and most important fundraising effort to date. As an Epsilon client for more than 40 years, we have full confidence in their ability to deliver the results we need in a short amount of time using strong creative output and unique data capabilities,”
Epsilon will utilise its analytics to assist with the media buy. Epsilon’s digital media arm Conversant will run acquisition and paid targeting campaigns and will help determine what messaging will resonate emotionally with a broad, national audience.