We chose to look at the bright side of Sudan the rhino's grim situation. Considering the fact that he had 7,000 females ready to carry his baby, was literally the last of his kind and lived on a picturesque 90,000 acre ranch under the protection of his personal team of military trained bodyguards, we decided to dub him "The World’s Most Eligible Bachelor” and made a Tinder profile for him where users just had to swipe right to match with him and be redirected to Ol Pejeta Conservancy's site where they could donate to his cause. The campaign was supported by print ads and radio ads that also directed people to donate.

A dating profile was created for Sudan the Rhino on Tinder; a popular social media dating platform on which he was dubbed the World's Most Eligible Platform. Users on Tinder where asked to swipe right to match with Sudan the Rhino and were then redirected to Ol Pejeta Conservancy's website to make a donation to the research required to save the species.

The dating profile was flighted on every continent on the planet in over 170 countries and done in over 40 languages.

With less than 100 US Dollars invested in media and PR, the results were that in just one week, the rhino's tinder profile was swiped right over 2,000,000 times, there were over 2,100,000,000 media impressions, over 24,000 unique mentions, over 320% increment in donations to the Ol Pejeta Conservancy and we garnered an estimated PR value of 165,928,270 USD with the story of the Sudan the Rhino's plight being featured on every single continent by hundreds of media houses in over 170 countries in over 40 languages.

Considering that majority of the conservancy's benefactors came from overseas, we felt we needed a platform that had global reach. We also factored in the campaign idea that pegged the rhino as an "eligible bachelor" and figured Tinder which is the world's leading dating app as the ideal platform to place the "World's Most Eligible Bachelor" and garner attention to his cause in a friendly though provoking manner. Users were urged to swipe to match with the rhino and got directed to the Ol Pejeta Conservancy's donation site where they were able to donate to the survival of the CRITICALLY ENDANGERED rhino species.

The last living male Northern White Rhino was called Sudan, he lived in Kenya's Ol Pejeta conservancy and could not mate naturally due to old age and a range of other issues. His species was CRITICALLY ENDANGERED and was at high risk of extinction.

Our brief was to help increase awareness of the plight of the species and the efforts of the Ol Pejeta Conservancy's "Last Chance to Survive" breeding program that is working on research into Artificial Reproductive Techniques like IVF that are required to enable the species to breed through one of 7,000 Southern White Rhino surrogates so as to have a chance at survival.