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Paramount Group

Fight Poaching With PhotoJournalism

When the Paramount Group brief to launch its first cause-related initiative, the Advanced K9 Solutions dog training school, hit our inboxes, we took it to the papers with fewer words and more photos
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When the Paramount Group brief to launch its first cause-related initiative, the Advanced K9 Solutions dog training school, hit our inboxes, we took it to the papers with fewer words and more photos
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Fight Poaching With PhotoJournalism.

Our photo-led strategy was a win for the largest dog academy in Africa which provides K9 solutions to assist conservation efforts in curbing the surge in rhino poaching.

This was one hard-hitting story. We needed to do it justice by getting it told with the biggest impact.

Our first objective was to ensure that relevant and influential media attended the launch event that was a matter of weeks away. Taking Paramount’s key target markets of South Africa, pan-Africa, USA and UK into account, we aimed to drive the coverage further afield than just South Africa to support its international expansion plans.

We placed the plight of the rhino squarely onto a highly competitive global news agenda. The team also worked to link the role that dogs and their handlers played in poacher combat to create a significant human interest angle.

That’s why we took a front-page photo approach, giving poachers a punch with headlines, visuals and captions to take them down.

Applying our knowledge of the media system and the international media based in Johannesburg, we focused on print, online, broadcast and newswire outlets, targeting photo and environmental journalists from national publications and newswires who had covered rhino poaching/conservation.

We worked with the Paramount team to create strong visual demonstrations of training activities to drive photojournalism coverage.

Winning worldwide awareness that won all the awards.

640M People reached
450+ Articles published
640M Readership

Awards.

  • Gold SABRE Award for Africa Campaign of the Year
  • IPRA Golden World Award for the Media Relations Agency category
  • Gold PRISM Award for Media Relations
Anti poaching