Our new Disappearing Animals campaign for wildlife charity Born Free draws attention to the futility of saving the last lion, rhino or elephant on Earth. Shot by award-winning photographer George Logan, the campaign emphasises that action needs to be taken now while there is still time to make a difference.

Born free press shot_edited

The Born Free Foundation was set up by actors Bill Travers and Virginia McKenna (pictured above) after they travelled to Kenya to star in the classic wildlife film ‘Born Free’. The charity’s goal is to ‘Keep Wildlife in the Wild’ and campaigns against the bushmeat, ivory and exotic pet trade, as well as trophy hunting and other issues driving Africa’s wildlife to extinction.

Virginia McKenna OBE, Actress and Founder of the Born Free Foundation said:

“We can go to the moon. We may go to Mars. But we cannot recreate elephants, lions, rhinos and all the other critically endangered wild animals when they have gone. Except as stuffed replicas in a museum. Can we really live with that? The extinction of all these beautiful, extraordinary creatures because we didn’t care enough about them? Animals who lived on the earth long before we came along? Surely we must shout “NO!” I do and I hope you will too. It is unimaginable that we would allow the animals who formed the wilderness, and that we say we treasure, become extinct. These beautiful images, this Born Free campaign, carry a powerful message. A warning we dare not ignore. Please add your voice to ours. These are the living treasures of the world”.

Leon Jaume, Executive Creative Director at WCRS said:

“Advertising is prone to hyperbole, but there is nothing exaggerated about our depiction of the plight of African wildlife. Urgency is tipping into desperation and unless something is done quickly, animals we take for granted could disappear for ever. Our posters aim to convey that message as strongly and simply as possible.”

Billy Faithfull, Executive Creative Director at WCRS said:

“Born Free feel so passionately that the extinction of iconic African animals can and must be reversed. In this campaign, beautiful photography, modern media technology and good old fashioned writing combine to attempt in some way to make this a reality. There’s real power and persuasion in the defeatist tone of voice in the line ‘There’s no point in saving the last Lion on earth’. It gives you a taste of the futility that we must to everything to avoid. We hope, for those last Lions and Elephants, that it will have some effect.”

Working with Outdoor Plus, the campaign will be broadcast across key London locations from today.

Grant Branfoot, Sales Director at Outdoor Plus said:

“Digital out of home advertising is a powerful way to reach a large audience, so we’re really proud to work with Born Free and WCRS to build awareness for this important campaign. The digital technology we’ve used for the campaign highlights the rate of disappearance of Africa’s wildlife, prompting people to action.”


Full credits:
Client: Born Free
Agency: WCRS
Creative Directors: Katy Hopkins & Steve Hawthorne
Agency Producers: Mario DaCosta, Nick Cruttenden, Simon Fraser
Animation: Darren O’Donoghue, Gerry Levens, Simon Knowles
Account Handling: Olenka Lawrenson
Media: Outdoor Plus and Primesight
Photographer: George Logan
Retoucher: Felicity Crawshaw
Agent: Horton-Stephens