Born Free Foundation's Disappearing Animals Have a Hard Hitting Message

Wildlife charity Born Free Foundation has teamed up with award-winning photographer George Logan, creative agency WCRS and media owner Outdoor Plus to launch a new campaign highlighting the alarming rate at which Africa’s wildlife is disappearing.

The Disappearing Animals campaign, created by WCRS, aims to prompt people to take action before it’s too late. Shot by award-winning photographer George Logan – in locations in The Masai Mara, Kenya, Etosha, Namibia and at Shamwari, South Africa – the campaign draws attention to the futility of saving the last lion, rhino or elephant on Earth. Instead, action needs to be taken to start saving the animals now, while there is still time to make a difference. 

The Born Free Foundation was set up by actors Bill Travers and Virginia McKenna after they travelled to Kenya to star in the classic wildlife film ‘Born Free’. The charity’s goal is to 'Keep Wildlife in the Wild'. To that end they work tirelessly through a range of projects to protect wild species in their natural environments. The charity campaigns against the bushmeat, ivory and exotic pet trade, as well as trophy hunting and other issues driving Africa's wildlife to extinction.

Working with Outdoor Plus, a leader in premium digital out of home advertising, the campaign will be broadcast across key London locations including Vauxhall Cross Island and Purley Way Fiveways from 23rd February 2015.

Virginia McKenna OBE, Actress and Founder of the Born Free Foundation said: “We can go to the moon. We may go to Mars. But we cannot recreate elephants, lions, rhinos and all the other critically endangered wild animals when they have gone. Except as stuffed replicas in a museum. Can we really live with that? The extinction of all these beautiful, extraordinary creatures because we didn’t care enough about them? Animals who lived on the earth long before we came along? Surely we must shout “NO!” I do and I hope you will too. It is unimaginable that we would allow the animals who formed the wilderness, and that we say we treasure, become extinct. These beautiful images, this Born Free campaign, carry a powerful message. A warning we dare not ignore. Please add your voice to ours. These are the living treasures of the world"

Grant Branfoot, Sales Director at Outdoor Plus said: “Digital out of home advertising is a powerful way to reach a large audience, so we’re really proud to work with Born Free and WCRS to build awareness for this important campaign. The digital technology we’ve used for the campaign highlights the rate of disappearance of Africa’s wildlife, prompting people to action.” 

Leon Jaume, Executive Creative Director at WCRS said: “Advertising is prone to hyperbole, but there is nothing exaggerated about our depiction of the plight of African wildlife. Urgency is tipping into desperation and unless something is done quickly, animals we take for granted could disappear for ever. Our posters aim to convey that message as strongly and simply as possible.”