“Save the Rhino” Campaign

Client: African Wildlife Foundation

Year: 2016


The African Wildlife Foundation (AWF) is an international conservation organization that focuses on programs and conservation strategies designed to protect the wildlife and wild lands of Africa.

Dragon Trail created the “Save the Rhino” campaign for AWF to spread awareness about the consequences of animal poaching and illegal trade. Campaign participants were asked to save a rhino by taking virtual actions, which inlcuded drawing a rhino horn and protecting the rhino from poachers. The campaign grew AWF’s Weibo account by over 100%, saw nearly 6,000 re-tweets and over 2,600 comments on rhino protection and illegal trade in China. One of the Weibo’s posts promoting the campaign received over 524,000 page views.

The campaign was also promoted in WeChat through an HTML5 presentation and a mini-site.


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Tags: Campaign   Other