The East African nation of Kenya has been ravaged by the scourge that is poaching. Rhinos are hunted down for their horn that in parts of South East Asia has a higher value than gold. The Northern White Rhino in particular has seen its population whittled down to now just two raging females after the recent passing of Sudan the rhino we featured in our campaign.

These rhinos have to live under 24 armed security watch as researchers race against time to optimise IVF techniques for the purpose of reviving their species.

Whereas the international community has flagged poaching as an issue and the local government has repeatedly highlighted the urgency of the situation, the cause of the endangered rhino had never quite hit home to the average Kenyan. This campaign not only gave the issue global prominence, it also gave the issue local relevance.

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.

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.

As the world has kept donating to the cause of the World's most eligible bachelor, donations collected bring us closer to the survival of species as further research is going into ovum pickum and specific IVF technologies that can see a rhino foetus created from the eggs of the two surviving females and the collected and stored sperm of the now deceased Sudan.

Considering that majority of the conservancy's donors 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 networking app as the ideal platform to 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 the number of donations being sent to the Ol Pejeta Conservancy's "Last Chance to Survive" breeding program so as to aid in funding the research into Artificial Reproductive Techniques like IVF that are required to enable him breed through one of 7,000 Southern White Rhino surrogates and give his species a chance at survival.