Dublin Zoo and agency Rothco have quietly spoofed the traditional ‘birth, deaths and notices’ section of a newspaper as a stark reminder of the wild rhino’s plummeting population.
Appearing in The Irish Sun, the press campaign was inspired by the birth of a rhino – named Chaka – at the Irish zoo. The new calf features in print as the only inclusion on the ‘births’ section, which was poignantly sent against a page detailing the plethora of recent rhino deaths that occurred as a result of illegal poaching.
Rothco said it designed the campaign to not only as a showcase for Dublin Zoo’s conservation and protection efforts, but as a ‘powerful force’ of awareness raising.
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