Over the last three years, rhino poaching in South Africa has tripled. South African beer brand Castle Lager is taking a stand against this cruel and illegal activity, launching the Castle Lager Boucher Legacy to make it as difficult as possible for poachers to operate. Using the existing technology of the Rhino DNA Index System, Castle Lager have the ability to profile the DNA of every single rhino in South Africa; this will enable people to trace an individual rhino horn back to its source.
So far, the foundation has tagged 616 rhinos and led to the arrest of several poachers. However, tagging and profiling rhinos isn’t exactly easy or cheap, and it costs in excess of $1,000 each time. Castle Lager teamed up with Ogilvy & Mather Johannesburg to create an integrated campaign, most of which was the result of donations and sponsorship from an array of South African animation, audio and post-production houses (with a few free appearances from South African celebrities and the use of Coldplay’s ‘Paradise’ thrown in for good measure).
“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,” says Alastair Hewitt, General Manager of SAB Castle Lager and Sports Sponsorship. “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.”
“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,” says Abey Mokgwatsane, CEO of Ogilvy & Mather South Africa. “O&M SA fully supports the Castle Lager Boucher Legacy.”
With World Rhino Day just around the corner (Monday 22nd September), there is no better time to learn more about the Castle Lager Boucher Legacy, and contribute your voice to the campaign by visiting Thunderclap.