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Awareness Campaign Marketing

On World Rhino Day, San Diego Zoo says 'Let's Turn Things Around' for Northern White Rhino in new campaign

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By Kyle O'Brien, Creative Works Editor

September 22, 2017 | 3 min read

A national campaign begins today (September 22) on World Rhino Day. 'Let’s Turn Things Around' aims to raise awareness and donations for Northern White Rhinos – there are only three left in the world and they're under 24-hour surveillance.

Save Northern White Rhino

Saving the Northern White Rhino campaign

Save Northern White Rhino

The San Diego Zoo tapped 40-plus-year partner Epsilon, a data-driven marketing company, to help raise awareness of San Diego Zoo Global Wildlife Conservancy’s conservation efforts and compel donors to save animals facing imminent extinction.

To capture the urgency, and necessity, of conservation efforts, Epsilon’s creative team developed imagery of the rhino slipping away into nothingness through the grasps of an hourglass.

Live at EndExtinction.org, the campaign will be promoted on social media and owned channels through the end of the year.

“Now is the time to save the Northern White Rhino from extinction. The ‘Let’s Turn Things Around’ campaign is one of our largest and most important fundraising effort to date. As an Epsilon client for more than 40 years, we have full confidence in their ability to deliver the results we need in a short amount of time using strong creative output and unique data capabilities,” said Jeff Spitko, director, San Diego Zoo Global Wildlife Conservancy.

The site also showcases how the Global Wildlife Conservancy is putting generous donations to use – such as the physical removal of rhinos from dangerous areas and transportation to protected spaces – and running other programs for giraffes, African penguins and pandas through science, research and technology. The promotional video can be viewed here.

Conversant, Epsilon’s digital media arm, will run acquisition and paid targeting campaigns.

San Diego Zoo Global Wildlife Conservancy: advert-top-1 by Epsilon

By San Diego Zoo Global Wildlife Conservancy

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