“IF YOU ONLY KNEW” - Online Awareness Against Rhino Poaching

BY: JAMEY DU-PLESSIS

Introduction- Species of rhino

Background: - When did it all the killing begin

- Why is it happening - How many have lost their lives so far

Rhino warriors: - Who are they

- Accomplishments - Why we should also become rhino warriors:

Human Psychology 101

Target Market

Social media and why it is trending

Concept

- List of campaign elements - Video

- Advertsing Materials

- Activation in stores

- Social media pages

- Future Goals

Conclusion

CONTENT:

The rhinoceros is a large primitive looking mammal often referred to as our “modern dinosaur”. In recent decades rhinos have been relentlessly hunted to the point of near extinction. Since 1970 the world rhino population has declined by 90% with 5 species remaining in the world. All of which are

endangered.

The demand for rhino horn, especially in Asian countries like Vietnam, have risen tremendously. This has now unfortunately caused the poaching of these species to accelerate to such an extent that the possibility of permanently losing them has become a reality that, not just South Africa, but the rest of

the world faces as well.

INTRODUCTION

SPECIES OF RHINO

Sumatran rhino - about 275 left Javan rhino - about 35 left Black rhino - about 3610 left

White rhino - about 14 500 left Asian one horned rhino - about 2575 left

BACKGROUND ONRHINO POACHING

WHEN DID IT ALL THE KILLING BEGIN?

The first known hunting of rhinos began about 50 million years ago, which also saw the extinction of the prehistoric furry woolley rhinoceros due to human hunters. Between 1600 and 1900, hunters and habitat loss caused the Indian rhinoceros population to drastically decrease, as it is believed that by 1910, there were less than fifty found in India. In the late 1800s, the act of hunting for sport, and the need for the animal’s horn, almost wiped out the population of the white rhino, and left them facing

probable extinction, with only twenty southern white rhinos in South Africa.

Rehabilition and anti poaching laws by government and game parks have helped save some rhinos since then but in recent years have seen an intense spike in rhino poaching causing the species to go

back onto the endangered list as critical due to the increased need for its valuable horn in which they get hunted for.

The rhino horn is said to have medicinal values that are capable of curing deadly diseases such as cancer. They are also crushed and mixed with various potions manufactured in Asian countries. The

rhino horn DOES NOT possess any medicinal value and cannot cure any diseases whatsoever. It in fact, is made out of the same substances found in human hair and nails

called keratin.

In spite of the truth, people are still paying thousands to get their hands on the rhino horn thus enticing people with money to do this for them and with each rhino horn going for almost R160 000 each, it

makes it easy money for those willing to do the poaching. Thanks to these factors, rhino poaching now is still at an all time high which threatens the survival of the species.

WHY IS IT HAPPENING?

HOW MANY HAVE LOST THEIR LIVES SO FAR?

Since 1970, the earths rhino population has decreased by 90%. More recent are the below stats indicating how many rhinos have been killed thus far

2007

x x x x x x13 83 122 333 448 500 +

2008 2009 2010 2011 2012

TOTAL: MORE THAN 1500 RHINO’S KILLED IN 6 YEARS!

Information accurate at the time of going to print

RHINO WARRIORS

WHO ARE THEY?

Luckily there are groups of people out there trying to make a difference and do their bit against rhino poaching. Notably are the following NGO’s

STOP RHINO POACHING.COM

StopRhinoPoaching.com, a South African NGO that started 2 years has dedicated itself to the rhino cause by creating a website that showcases some of the work that they have done thus far with

regards to rhino poaching and trying to prevent it. Last year in association with the Parlotones and Jacaranda FM, they managed to raise R570 000 via PR and Jacaranda’s support behind the cause.

They have also collaborated with an advertising agency to put together a campaign called “Hair and Nails” in which they encourage people to package their nail and hair clippings (Made up of

the same substance that a rhino horn consists of called keratin) and post it away so that rhino horns can be manufactured from them and sent to various organisations. Some of them guilty of poaching

themselves. It was hugely successful after it launched and is currently still ongoing.

STOP RHINO POACHING.COM INITIATIVES

This interactive campaign encouraged people to donate their hair and nails so that horns can be made up of them and sent to different places as a form of awareness. Elements within this campaign include envelopes inserted into newspapers for people to put their hair and nail clippings inside and post off. Social media, including Facebook and twitter pages

as well as a video uploaded onto YouTube.

“HAIR AND NAILS” CAMPAIGN

SAVE THE RHINO.COM

This organisation was started in 1992 and was formally registered as a charity in 1994. They have a lot of involvement in other areas of the world where they run many rhino initiatives

consisting of conservation activities and monitoring programs. Environmental programmes for game rangers as well as international programmes in Africa and Asia.

PRINT ADVERTISEMENTS INITIATIVES

Vital field equipment for iMfolozi Game Reserve provided by salzburg zoo.

Patron Clive Anderson act as ambassadars of the charity.

A team of cyclists cycled in aid of Save the rhino trust in Namibia.

The rhino costumes are a much-loved sight of the London marathon every year.

WWF SOUTH AFRICA’S BLACK RHINO CONSERVATION GROUP

WWF works with government and the National Prosecuting Authority to improve forensic investigation of rhino crime scenes and improve the knowledge and skills of the people who prosecute rhino crimes. WWF engages the Vietnamese and Chinese governments to address Asian

demand for illegal rhino horn.

They strengthen capacity-building through training of wildlife conservationists at the South African Wildlife College and fund security equipment and training of rangers at key rhino populations

conservation but it is also essential to encourage rapid growth of rhino populations. This is being done through the Black Rhino Range Expansion Project which creates significant new black rhino populations. So far six founder populations of black rhino have been released on to new sites. Nearly 100 black

rhino have been translocated, and more than 30 calves have been born on project sites.

PRINT ADVERTISEMENTS INITIATIVES

Wildlife artist Noel Ashton sculpted 100 bronze rhino castings as part of an initiative supporting rhino conservation. The table top sculptures cost R15000 and the funds from each rhino sold was donated to WWF and its rhino conservation work. The initiative was launched at Johannesburg’s Everard Read Gallery.

These reusable bags are available at Woolworths stores nation wide and with every bag sold a R10 goes to WWF and its rhino conservation work.

SAVING RHINOS.ORG

Beginning in 2007, this organisation has a vast detailed website with various articles, news on rhino poaching, educational downloads for visitors, videos and awareness campaigns highlighting the illegal

trade of rhino horns.

ONLINE RHINO AWARENESS

WHY WE SHOULD BECOME RHINO WARRIORS

The answer is quite obvious. The world faces the extinction of one of the most iconic creatures on this earth. A species known to most generations on the brink of vanishing forever, meaning that the next generation of people might not have the privilege of experiencing the rhino and all its

magnificence. It would be like losing something you’ve known your whole life, without the hope of ever seeing it again.

This should be enough of a reason for people to want to help get involved in preventing it, yet this is not the case to some. Many will admit that rhino poaching is a very

serious cause, and in so saying often display “empathic” feelings towards it. But are they really? Do people go home and think about it after they’ve read an article earlier that day about another rhino dying? Is it a topic short lived by its “hype” factor? Something seasonal like a particular trend which makes them acknowledge it for a short time before thinking about

something else? Sadly this might be the case.

HUMAN PSYCHOLOGY 101:UNDERSTANDING HUMAN

BEHAVIOUR

“Cognitive Development” According to French psychologist , Jean Piaget, is the construction of thought processes including remembering, problem solving and decision making. It is how the person perceives, thinks, gains understanding of his or her world through interaction of genetic and learnt factors. e.g.

information processing, intelligence, reasoning and language development.

According to Piaget - schemas are continually being modified by 2 complimentary processes that Piaget termed assimilation and accommodation. Assimilation refers to the process of taking in new

information by incorporating it into existing schema e.g. people assimilate new experiences by relating them to things that they already know. Accommodation is what happens when schema itself changes to

accommodate new knowledge. Cognitive development involves an ongoing attempt to achieve balance between assimilation and accommodation, termed equilibration.

Since the time that humans are born, they are already under going cognitive development and as they grow, get exposed to new things and experiences which they interpret individually based on their

character as read above.

In the 21st century with so much happening around us, there are no doubt, thousands of things for people to think about and consider, including the pressures of daily living in the form of what they do

or the things that they purchase. These decisions can be influenced by a number of reasons. People tend to act fairly rationally, weighing up different courses of action before committing. Other times, they are influenced by environmental context and sometimes they also act from an emotional basis reading with feelings emotions, listening to their gut or behaving in ways they do not understand.

Assimilation and Accommodation are the two complementary processes of adaptation according to Piaget, through which awareness of the outside world is internalised. The terms are used to describe

forms of knowledge of the cycle of experiential learning

ASSIMILATION: Fit theory to practise

Complex but familiar external objects are simplified to fit pre-existant catagories in your

head.

ACCOMMODATION: Fit theory to practise

You have to change the ideas in your head to fit the realities of external objects.

TARGET MARKET

Age: 21 - 32

Location: Various areas

where the internet is nearby and readily

available for use.

Gender: Male and Female

Occupation: Some of them might be

students just leaving varsity or college, others might be starting their first jobs while slightly older individuals have been working for a while yet still trying to create an

impression on their superiors in the hopes of further

promotion.

Marital/Family status: Most single and possibly partnered up. But a fair

amount could also may be married, with some of them

producing and have produced

children already.

Income level: Competitive

Education level: Fairly well educated. Is clued

up about basic technology and how it works .e.g. cellphone, computer, connecting to the

internet etc. Is able to read, interpret and form personal

opinions about things.

DEMOGRAPHICS

Ethnic background: Mixed, as anyone has

access to the internet in this day and age. Whether it

be via cellphone or computer.

Behaviour: They are drawn to potential social

status. They are on a constant mission to better themselves or their situations

through associations with certain products or services. They sometimes do things to get noticed whether it be work related

or socially, sometimes wanting to secretly impress one or

many individuals.

PSYCHOGRAPHICS

Personality: Driven, hardworking,

caring, impressionable, articulate, clever,

confident yet humbling. Appreciative.

Attitude: Good attitude toward

life itself, appreciating of it and always willing to try

for solutions. Positive, especially when acknowledged for a deed well

done.

Interests: Anything that is mentally stimulating

such as reading (Online news, books, newspapers), learning

new languages or acquiring skills to better themselves and their way of life. Travelling and experiencing

new things. Sustainability.

Values: Trust, honesty,

sharing, The gift of live.

Lifestyles: Busy, whether it be socially, with work/studies or family

orientated. They love being with people and communicating with

them. They live quite fast lives and are always on the move, discovering

the latest places to be at, news that’s trending and latest social issues concerning our country.

SOCIAL MEDIA AND WHY IT IS TRENDING

Social media includes web and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals and using social media networks can create excellent brand exposure online if used correctly. Recent studies have proven

that over 25% of the time people spend online, they are using social networks. 80% are users looking for something to buy and 20% are making purchases. They are not making purchases

based on ads but rather based on what people in their social networks are recommending. Millions of people, especially the young and socially active are now online and these numbers increase

everyday.

There are quite a few social media sites available but the most popular right now are Facebook, Twitter and Youtube, each ranking in the top 10 most visited sites for 2012 so far

according to exploria.com.

Created in 2006, Facebook is the largest social media site with over 845 million active users visiting the site monthly and 483 million visiting daily. It is the 5th most valuable internet company with one of the most trafficked sites in the United States of America. It has also been confirmed that the average

Facebook user joins 2 fan pages every month.

FACEBOOK

Twitter, Facebook’s main competitor was created in 2009 and has since been growing at a record pace. From the time it was created to this year, It just took 3 years, 2 months and 1 day to hit a billion

tweets. Now it just takes a week to hit a billion. Another example of its rapid progress is the day Michael Jackson died, where 456 tweets were sent every second! In Africa, it has shown that South

Africans were the most active twitters and according to the media platform Tweetminster, they found that Twitter was an important source of information as 60% of users moniter it for news. It is also used by a larger younger connected demographic with 51% of tweets sent from cellphones. 60% fall into

the 20 - 29 age group.

TWITTER

YOUTUBE

Founded in Februaury 2005, Youtube is the leader in online video and the premier destination to watch and share original videos world wide through a web experience. You tube allows people to easily

upload and share video clips on the site and across the internet through websites, mobile devices, blogs and e-mail.

CONCEPT

Creating a rhino personality which will form part of an interactive and educational awareness campaign that will live online via social media living under the statement “If you only knew” The rhino personality will have its own Facebook and Twitter pages interacting with people by sharing news, interesting facts

but most important of all, make people realise just how special the life of a rhino really is.

LIST OF ELEMENTS

This video, which will be uploaded onto Youtube, will serve as a teaser for people that will make them want to go to the links advertised at the end of the video. The main objectives to

make people realise:

1. The emotion of placing themselves in the situation.2. At the end to briefly introduce the rhino personality without giving away to much information

in the hopes that they will want to visit the online pages to learn more.

VIRAL VIDEO

Rhino masks to be distributed at designated outlets specific to its message.

At the back of these rhino masks will include the online links to the video and rhino personality social media pages, urging people to go online and watch the video as well as visit the rhino

personality’s online pages.

ADVERTISING ELEMENTS

MASK DESIGN

IF YOU ONLY

KNEW

WORLD

WHAT IT IS LIKE

THROUGH MY

TO SEE THE

EYESTO FIND OUT GO TO

If you only knew - by Riley the Rhino

@Riley _ Rhino

“If you only knew”

FRONT BACK

Paper Colour

Pantone 201

Pantone 5185 C

Pantone 021 C

IF YOU ONLY

KNEW

MILEWHAT IT IS LIKE

IN MY

TO WALK A

SKINTO FIND OUT GO TO

If you only knew - by Riley the Rhino

@Riley _ Rhino

“If you only knew”

FRONT BACK

Paper Colour

Pantone 201

Pantone 5185 C

Pantone 021 C

IF YOU ONLY

KNEW

TASTED

WHAT LIFE FOR ME

REALLY

TO FIND OUT GO TO

LIKEIf you only knew - by Riley the Rhino

@Riley _ Rhino

“If you only knew”

FRONT BACK

Paper Colour

Pantone 201

Pantone 5185 C

Pantone 021 C

INSTORE ACTIVATION

Pages for the rhino personality will then be set up and ready with status updates, stories and tweets, which will be added daily for visitors to read, comment on or pass on to friends if so

desired.

SOCIAL MEDIA PAGES

CONTENT

Content on the Facebook and Twitter pages will consist of the following:

1. Latest up to date news about rhino poaching

2. Interesting facts about rhinos

3. Pictures and videos about rhinos

4. Articles and stories regarding rhinos

FACEBOOK PAGE

TWITTER PAGE

FUTURE GOALS

Researching more social media intergration tools and how they work and using them to implement other interactive sites and activities for audiences to engage with. These could be a number of things such as online polls, mobisites and events that get broadcasted live on

social media sites as it takes place.

“SEND A WHALE TO JAPAN”

“MAGNUM PLEASURE HUNT”

CONCLUSION

To many the fight for the rhino is an unbeatable one. I hope to change that opinion with this campaign and to remind people about the magnificence of the rhino and why it plays such a special part in our country with its beauty and uniqueness. People needs to realise what is at

stake by losing them and most importantly show them how they as individuals can help in the fight against rhino poaching.

This issue is something that everyone should be fighting against. Most times people don’t think about something until it has gone to appreciate it. We cannot wait for this moment to happen with our rhinos. The appreciation needs to start now before regret kicks in and we find ourselves only

wondering about the things we could’ve done to prevent their extinction once it happens.

WILL WE WIN THE BATTLE?

THANK YOU