OL Pejeta conservancy Project Lead, Strategist
The Ask
Raise awareness about efforts to save the Northern White Rhinoceros
The Background
The Northern White Rhino teeters on the brink of extinction due to a history of poaching and civil war.
Today, Ol Pejeta Conservancy protects the only remaining of the species, Najin and Fatu, mother and daughter.
Brand Problem
Americans are donating less to philanthropic causes at the lowest rate in nearly three decades.
Target Audience
Young Teen Activists
Environmentally-conscious Millennials
Our Insight
In a world of environmental issues, the Northern White Rhino’s plight feels distant and irrelevant.
Our Strategy
Relate to their struggle, rally for their survival
By creating a relatable narrative around Najin and Fatu's mother-daughter relationship, Ol Pejeta will highlight their stories, personalities, and the challenges they face. impacts children’s futures through the lens of joy and hopefulness.
Rally highlights the urgency of endangerment, stressing how Najin and Fatu need our immediate action to prevent their extinction.