STORYTELLING &
AWARENESS CAMPAIGN
KEVIN RICHARDSON FOUNDATION (2022)
The Kevin Richardson Foundation, yes, the “Lion Whisperer”, works to protect Africa’s wildlife through education, research, and direct conservation.
OUR MISSION
Find the people who care the most, build a digital storytelling campaign that roars as loudly as MGM's lion to inspire them to care even more.
CHALLENGE
Identify which demographic segments care most about animal welfare and wildlife. Women are about 2.3 times more likely than men to donate to animal-welfare causes.
Turn data-driven insights into a bold, creative concept that could break through the noise.
Deliver a clear, visually compelling campaign that works across digital and physical platforms.
APPROACH
Finding high-concern audience segments through data analysis.
Positioning rhinos as the “Earth’s Last Unicorns,” inspired by ancient cultural myths, to create an emotional hook.
Designing campaign branding adaptable for social media, print, and large-scale formats.
Compiling research, concept, messaging, and tactical recommendations into a professional deliverable.
Translating the creative concept into large-format visuals for maximum impact in public spaces.
TOOLS
Brandwatch, Google Trends, Canva, Illustrator
SKILLS
Audience insights, demographic analysis, creative direction, brand identity design
OUTCOME
A comprehensive campaign strategy detailing target audiences, creative direction, tactical rollout and a logo.
Outdoor posters bringing the “Last Unicorns of Africa” concept to life in bold, shareable visuals.
A creative platform adaptable across channels to drive awareness and emotional engagement.
