Big 5 not big 4


Awards:
Directory Magazine – Direct Mail

Client:
Save the Rhino International

Brief:
Rhinos are under extreme threat from poaching, the current rhino poaching crisis in South Africa is the worst on record with 1,004 rhinos poached during 2013 in South Africa alone. Without fundraising help, rhinos could be extinct by 2026.

Solution:
We created a direct mail fundraising campaign that targets those who have recently been on a safari holiday. It highlights that one of the five most popular animals they may have seen in Africa, may not be there for much longer because research suggested that the most compelling message and motivating factor is that the big five will soon become the big four. By using a lenticular postcard design, we dramatically show a rhino ‘disappearing’ if nothing is done. This was sent out with a personalised letter, delivered in partnership with a number of tour operators.