Emergency Rescue Effort: Brand and Marketing Strategy

CHIMPANZEES IN NEED

SHOWCASE

THE CHIMPANZEES CAN'T STAY AT THE WILDLIFE WAYSTATION

The Wildlife Waystation, located outside of Los Angeles, unexpectedly closed in 2019 due to financial difficulties. At the time of closure, more than 40 chimpanzees, most of them formerly used in medical research, were living there, along with more than 430 other wild and domestic animals. The California Department of Fish and Wildlife took over operations and successfully rehomed most of the animals, except the chimpanzees. There are only a handful of accredited sanctuaries able to care for chimpanzees, who are extremely strong, smart, and socially complex, and require specialized care and housing. The North American Primate Sanctuary Alliance was brought in to help locate new homes and lead this campaign to save these chimpanzees in need.

CASE FOR SUPPORT

The Chimpanzees In Need fundraising effort has thus far raised $3.7 million, and as a result, 23 of 41 chimpanzees stranded at a shuddered wildlife refuge have been moved to new homes at accredited sanctuaries.

At least one high-end donor, who gave $1 million to the campaign, directly credited the Case for Support in helping them to feel confident about making such a significant gift.

Updated February 2022

ORGANIZATION MISSION AND PURPOSE

PCI helped promote the Chimpanzees in Need 7-minute documentary that shows how chimpanzees came to live at the Wildlife Waystation and the urgency to rescue them. Poster design and social media campaign was created to promote the movie.

145 people watched the movie live on Facebook when it was released, and it has been viewed more than 3,000 times.
Updated February 2022

CAMPAIGN AND MEDIA PLACEMENTS

Media Placements

Digital Advertising

Social Media