People still use rhino horn for its medicinal value. Our video was made to show them that this is foolish. With no budget we started a nationwide movement. We released a video with no affiliation to ourselves or our client, even directing it to look like amateurs made it.

We received hundreds of envelopes and bags filled with human hair and nails. Hair salons, pet food companies, schools, bloggers and celebrities all got onboard, sending in bags and bags of hair and nails. We earned more than R200,000 in free media space.

We found 4 guys to hit the streets, university campuses, hairdressers and the homes of South Africa's top celebrities to collect as much human keratin as possible. They were filmed in the process and the documentary was spread virally on the web with a call to action at the end encouraging the public to send their own hair and nails to a designated address. Various hair and nail collections were held individually at schools, hairdressers and markets.