FROM THE GRAND PRIX WIN­NERS

Campaign Middle East - - NEWS -

MATHIEU PLASSARD, CEO, OGILVY AFRICA

The last liv­ing male north­ern white rhino is called Su­dan. He lives in Kenya’s Ol Pe­jeta con­ser­vancy and can­not mate nat­u­rally due to old age and a range of other is­sues. If he dies, his species will be­come ex­tinct with barely any hope of re­vival. They are crit­i­cally en­dan­gered. Our brief was to help in­crease the num­ber of do­na­tions be­ing sent to the Ol Pe­jeta Con­ser­vancy’s “Last Chance to Sur­vive” breed­ing pro­gramme, so as to aid in fund­ing the re­search into ar­ti­fi­cial re­pro­duc­tive tech­niques like IVF that are required to en­able him to breed through one of 7,000 south­ern white rhino sur­ro­gates and give his species a chance at sur­vival.

We chose to look at the bright side of Su­dan the rhino’s grim sit­u­a­tion. Con­sid­er­ing the fact that he has 7,000 fe­males ready to carry his baby, is the lit­er­ally the last of his kind and lives on a pic­turesque 90,000 acre ranch un­der the pro­tec­tion of his per­sonal team of mil­i­tary trained body­guards, we de­cided to dub him “The World’s Most El­i­gi­ble Bach­e­lor” and made a Tin­der pro­file for him where users just had to swipe right to match with him and be redi­rected to Ol Pe­jeta Con­ser­vancy’s site, where they could do­nate to his cause. The cam­paign was sup­ported by print ads and ra­dio ads that also di­rected peo­ple to do­nate.

It was a uniquely African idea that tack­led an old, sad and un­pleas­ant prob­lem in a new, fresh and fun way: the use of a dat­ing so­cial me­dia plat­form to raise aware­ness and funds. The story got amaz­ing trac­tion across the world.

[Edi­tor’s note: sadly, , Su­dan died on March 20.]

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