Save African Rhino Foundation teams up with Rare to create pro-extinction campaign

A rhinoceros without its horn is no longer a rhinoceros. That’s the unsettling truth at the heart of a new campaign from Rare and Save African Rhino Foundation (SARF), which reframes poaching as an act of forced evolution.

The word rhinoceros comes from two Ancient Greek words: rhín meaning ‘nose’ and kerōs meaning ‘horn’. When poachers take that horn from them, they are by definition no longer a rhinoceros. They become a very different creature, a species that should never have existed.

Rare and Save African Rhino Foundation (SARF) decided to give them an official name, replacing the Greek word for ‘horn’ with a more fitting one.

Introducing, the rhinogedon [Greek. ‘nose pain’].

Together, the campaign aims to make them extinct and ensure the rhinoceros lives on.

The campaign ran in OOH, including a street art mural in collaboration with Mural Media and Yagan Tower, as well as radio and digital.

Simon Mullins, Senior Copywriter at Rare, said: “We were immediately excited by the project and the chance to bring new thinking to this often-forgotten problem. A huge thank you to everyone who gave their time and energy to the campaign; a special breed in their own right.”

Nicholas Duncan OAM, SARF President, said: “The stunning, somewhat quirky, visuals, will have stopped people in their tracks, enhancing greater awareness amongst the populace. The 1,300 plus rhinos of Zimbabwe join me in acknowledging the contribution of Rare and their excellent creative team. Thanks everyone.”

“It was a real privilege to work with the Save African Rhino Foundation and help bring this important message to the streets of Perth. Mural advertising felt like a natural way to connect with people and raise awareness in a public, accessible space. The message behind this campaign is urgent and important. Together, let’s make the Rhinogedon extinct for good!” added Sam Fisher, Director, Mural Media.

Credits
Client: Save African Rhino Foundation
President: Nicholas Duncan OAM

Agency: Rare
Creative Director: Liz Hammond
Senior Copywriter: Simon Mullins
Art Director: Liz Hammond, Sarah Cassell, Leah Mammoliti
Group Business Director: Christos Cardovillis
Account Manager: Sarah Maitland

Media: Rare Hearts & Science
General Manager WA: Joe Purdy
Media Partners: oOh! media & ARN

Mural: Mural Media
Director: Andrew Fordham
Director: Sam Fisher

Animation: The Office of John Cheese
Animator: James Hawkes
Animator: Walter Cheung

Sound: Soundbyte
Sound Designer: Brad Habib
Studio Producer: Holly Miller