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.

We chose to look at the bright side of Sudan the rhino's grim situation. Considering the fact that he has 7,000 females ready to carry his baby, is the literally the last of his kind and lives 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 relied on the unexpectedness of finding a rhino within one's dating profile options. The campaign was supported by print ads and radio ads that also directed people to donate.

Awareness of the plight of the Northern White Rhino was resounding as news of the Most Eligible Bachelor travelled all over the world in 40 languages across 170 countries. The Tinder profile created was right swiped over 2 million times within the week it was up. In this same duration, there were over 2.1 billion media impressions and over 24,000 unique mentions.

An estimated PR value of 165,928,270 USD was accrued and subsequently donations to the Ol Pejeta Conservancy breeding program increased by 320%.

One year later after the campaign ran, even after the passing of he ageing and ailing Rhino Sudan, the world is still donating to the Ol Pejeta Conservancy breeding program and reference is being made to Sudan the Rhino as "The World's Most Eligible Bachelor".