Caring is sharing
Designed to provoke a visceral reaction in people for them to share on social media, our approach paid off and share it they did. Without any media spend, it achieved over 11 million views and was shared over 300,000 times by some of the world’s biggest influencers, from Ellen DeGeneres to Ricky Gervais.
Making lion farming history
Our campaign was a real game changer for Born Free and the lions of South Africa: one month after release, the South African Tourist Services Association changed its policy and now no longer recommends any human interaction with predators. Including no photos, no cuddling and absolutely no hunting.