Ogilvy & Mather and Castle Lager come together to create rhino anti-poaching campaign

Awareness campaign for the Castle Lager Boucher Legacy aims to help fight the war on rhino poaching

JOHANNESBURG, September 16, 2014 — Rhino poaching is tragically a growth industry. In just four years, Rhino poaching in South Africa increased from 333, in 2010, to 1004, in 2013. With around 768 rhino’s poached in 2014, this is unlikely to change unless we act.

That is why the Castle Lager Boucher Legacy wants everyone to come together to place every rhino in safe hands.

Using the Rhino DNA Index System project, run by the VGL Lab based in Onderstepoort, the Castle Lager Boucher Legacy want to DNA profile every individual rhino in South Africa. This will provide a powerful disincentive to poachers as every horn can be traced back to its source. This technology has already been used to put poachers behind bars, with the system being used in cases of rhino poaching already. The foundation have already tagged 616 rhino and want to extend this protection to all South African rhinos and, hopefully, beyond the country’s borders.

Finding, tagging and profiling rhinos is no easy task, nor is it inexpensive. With each tag costing R10 000 (±$1000), the foundation cannot achieve this goal without the help of the public.

Together with client, Castle Lager, Ogilvy & Mather Johannesburg has created an integrated campaign for the CSI project, of which most of the production has been donated or sponsored by various well-known South African celebrities, post-production houses, animation houses and audio houses.

In addition, British rock band Coldplay, donated the use of their master recording and publishing rights to their song, “Paradise”.

Commenting on the campaign, Alastair Hewitt, General Manager of SAB Castle Lager and Sports Sponsorship, says, “Our new Castle Lager Boucher Legacy campaign is a real epic one and definitely creates consumer engagement and a call to action to stand up and be counted. It has the goosebump impact from start to finish and our gratitude goes out to all the people who have given generously of their time and expertise to make this all come together. We will continue to do everything in our power to protect what is ours.”

Abey Mokgwatsane, Chief Executive Officer of Ogilvy & Mather South Africa, added, “We’re proud to be part of this campaign and are confident that the work will bring even more awareness to the fight against rhino poaching. O&M SA fully supports the Castle Lager Boucher Legacy.”

On World Rhino Day (September 22nd), add your voice to the call for donations, because together, we can make a difference.We’re calling on everyone to help by texting ‘Rhino’ to 48800 to donate R10 or visit The Castle Lager Boucher Legacy website.

In addition, add your support by donating your social media reach to our Thunderclap before September 22nd.

What is Thunderclap?
Thunderclap is a tool that lets a message be heard when you and your friends say it together. Think of it as an “online flash mob.” Join a Thunderclap, and you and others will share the same message at the same time, spreading an idea through Facebook, Twitter, and Tumblr that cannot be ignored. So for instance, if you donate your reach and you have 1400 followers on Twitter and 600 friends on Facebook, all 2000 of them will receive our message at exactly the same time!


Ogilvy & Mather Johannesburg
Chief Creative Officer: Chris Gotz
Executive Creative Director: Neo Mashigo
Creative Director: Molefi Thulo
Art Director: Rita-Marie Ludike
Copywriter: Tanna Goott
TV Producer: Esme de Miranda
Business Director: Marc Crerar
Account Director: Eliah Chauke

OgilvyOne Worldwide, Johannesburg:
National Group Creative Director: Nicholas Wittenberg
Art Director: Brigitte Le Roux
Copywriter: Justin Oswald
Digital & CRM Strategist: Danielle Timmins
Group Account Director: Marc Ratcliffe

Ogilvy Public Relations, Johannesburg:
Business Director: Nick Bedford
Social Media Manager: Devon Hooper, Kirsty Ballard

Productions House: Egg Films
Director: Sunu Gonera
Executive Producers: Colin Howard & Kerry Hosford
On Set Producer: Julia Schnurr
Music, Publishing Rights: UNIVERSAL Music Publishers (Gavin Green)
Music, Master Rights: WARNER Music (Prebashnee Sewsunkur)
Stock Footage: SA Tourism (Ian Utermohlen), Great Stock & Stock Options (Margi Sheard)
Behind The Scenes: Burley Boys (Daryl Burley)


About Ogilvy & Mather South Africa

Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 800 staff across 14 specialised companies. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, CRM, mobile, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.

To join the conversation follow: https://twitter.com/OgilvySA, https://fb.com/OgilvySA, http://www.flickr.com/photos/ogilvysa/ and http://vimeo.com/ogilvysa

Issued for Ogilvy & Mather South Africa by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 11 709 6858

On behalf of:
Ogilvy & Mather South Africa
Mark Zeller
Manager, Marketing & Communications
+27 11 709 6705