DUBLIN ZOO ‘Births, Deaths & Notices’
PRESS CAMPAIGN
A leftfield approach announced Dublin Zoo’s arrival of a baby white rhino. Juxtaposing this birth against the hundreds of rhinos killed annually by illegal poaching in Africa was the core idea. The media placement of the ad in The Sun, a ‘red-top’ publication that wouldn’t normally carry a Births & Deaths section (something traditionally found in broadsheets) helped amplify the impact.
