Rhino poaching is, tragically, a growth industry. And when each rhino horn is worth more than a living rhino, this is unlikely to change unless we act to change it.

That is why the Castle Lager Boucher Legacy wants everyone to come together to place every rhino in safe hands.

Using the Rhino DNA Index System project, run by the VGL lab based in Onderstepoort, the CLBL want to DNA profile every individual rhino in South Africa. This will provide a powerful disincentive to poachers as every horn can be traced back to its source. This technology has already been used to put poachers behind bars, with the system being used in cases of rhino poaching already. They have already tagged 616 rhino and want to extend this protection to all South African rhinos and, hopefully, beyond South Africa’s borders.

Finding, tagging and profiling a rhino costs on average R10 000 ($1000) per rhino, so they cannot hope to achieve this goal without your help.

What started as a proactive idea by Ogilvy & Mather Johannesburg for SAB Miller Castle Lager, become a multi-million production, of which most has been donated or sponsored by various well-known South African celebrities, post production houses, animation houses and audio houses. In addition, Coldplay donated the use of their master recording and publishing rights to their song, “Paradise”.

This World Rhino Day, the 22nd of September, come together to add your voice to the call for donations. Because together, we can place all our rhino in safe hands.

Make a donation by SMSing ‘Rhino’ to 48800 to donate R10.

Add your support by donating your social media reach to our Thunderclap now.

What’s Thunderclap, you ask?
Thunderclap is a tool that lets a message be heard when you and your friends say it together. Think of it as an “online flash mob.” Join a Thunderclap, and you and others will share the same message at the same time, spreading an idea through Facebook, Twitter, and Tumblr that cannot be ignored. So for instance, if you donate your reach and you have 1400 followers on Twitter and 600 friends on Facebook, all 2000 of them will receive our message at exactly the same time!

To find out even more or to donate online, visit The Castle Lager Boucher Legacy.


Executive Creative Director: Neo Mashigo
Creative Director: Molefi Thulo
Copywriter: Tanna Goott
Art Director: Rita-Marie Ludicke
TV Producer: Esme de Miranda
Business Director: Marc Crerar
Account Director: Eliah Chauke

OgilvyOne: Marc Ratcliffe, Danielle Timmins, Brigitte Le Roux, Justin Oswald & Nicholas Wittenberg
Ogilvy Public Relations: Nick Bedford, Devon Hooper & Kirsty Ballard

Productions House: Egg Films
Director: Sunu Gonera
Executive Producers: Colin Howard & Kerry Hosford
Producer (On Set): Julia Schnurr

Music – Publishing Rights: UNIVERSAL Music Publishers - Gavin Green
Music – Master Rights: WARNER Music – Prebashness Seesunker

Stock Footage: SA TOURISM – Ian Utermohlen
Margi Sheard supplied the hi-res footage at no cost for transfers.

Behind The Scenes: Burley Boys – Daryl Burley


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