Eighteen African elephants living on a private reserve in Swaziland were slated to be killed as a conservation measure due to lack of space and because they competed for food and resources with critically endangered black rhinos.
Three accredited U.S. zoos – the Dallas Zoo, Omaha’s Henry Doorly Zoo and Aquarium, and Sedgwick County Zoo – partnered to save the elephants by bringing them to the United States. This effort, while hailed by some as conservation, was condemned by animal rights groups that sued to stop the importation.
The zoos recognized the urgent need to own their story and ensure that falsehoods about the move were not disseminated as truth among key audiences. That’s why they tapped PCI for communications strategy and message development that would authentically and persuasively communicate the critical message: zoos were doing the ethical and moral right thing by saving the elephants from slaughter.
To bring this message to life, PCI developed a compelling microsite – RoomforRhinos.org – that allowed the three zoos and their partners in Swaziland to share regular updates about the efforts to save these elephants.
