Big 5 not Big 4

Background

Rhinos are under extreme threat from poaching. In fact, without help, they could be extinct by 2026. Research carried out by 23red suggested that the most compelling message was that 'the big five' (elephant, lion, buffalo, leopard and rhino) will soon be 'the big 4'.

The campaign targeted people who had recently returned from a safari in Africa. They were individuals with a high net-worth, who loved wildlife and wanted to do the best thing for the planet.