save the rhino campaign: balancing hope with urgency
At the time there were only 16,674 white rhinos and around 5,000 black rhinos left in the world. These stark numbers needed to be communicated – but how do you do it without pushing people into despair? Inspire action by showing that while the situation is dire, it’s not yet irreversible.
The insight came from the visual parallel between rhinos and their horned, prehistoric cousins — a reminder that extinction is permanent, but preventable. Striking photography of living rhinos were presented with sobering statistics to reinforce a simple truth: they’re still here, but in danger.
I led the concepting, messaging, and art direction for NRDC’s Save the Rhino campaign. Within just three days of launch, the campaign sparked 53,000 advocacy actions. It also gained high-profile traction on social media, with shares from Mark Hamill, Bette Midler, and Dave Davies of The Kinks. The campaign came to life as a digital billboard, half page print ad and on social media.
Role // Art Direction, Concept
Focus // Campaign, Social
