There was one predominant challenge - developing a campaign that would run in countries other than our own with a target market we’d never before tried to engage.

Our objectives were to target the people responsible for creating the demand for rhino horn and show them what they were really doing for their hypothetical cancer / fever cure or vitality tonic.

We were briefed by our client, StopRhinoPoaching.com, to conceptualize a campaign that targeted those responsible for creating the demand for rhino horn – the people overseas that buy and use them.

We needed to create something that that could get into the responsible countries without political interference – a “Trojan horse”. We turned age-old postage stamps into a new medium and created the first ever stamp with another countries language on it. The usual breathtaking imagery of our animals was replaced with the carnage that poachers leave behind. Each stamp included a message in Chinese, Vietnamese or Thai reading: “say no to rhino horn.”

Our stamps were then used to create posters that encouraged the public to attach a stamp to each letter they were sending to the responsible countries.

Overnight, thousands of stamps left our shores and achieved what no petition or awareness campaign could - they infiltrated borders and started a direct communication between our country and those involved in the rhino horn trade. Within days we were in the national press, television and radio. Then it spread across the world on the Internet. In the week of the rollout alone, we had made international news. Stop Rhino Poaching has experienced a traffic increase of over 300% on their website, the majority, coming from the countries that we targeted with our stamps.