Oppenheimer Generations Research and Conservation (OGRC) is dedicated to fostering research and dialogue that create impactful change in African landscapes. The goal of the campaign was to highlight the importance of sustainable African wildlife economies and promote better human-nature relationships. Through initiatives like Taste of Game Zimbabwe in collaboration with Shangani Holistic, OGRC sought to showcase how ecological, social, and economic factors can work together to maintain balance and sustainability across the continent.

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The Approach

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To amplify the message, the campaign utilized feature articles, social media content on owned platforms, and strategic interview opportunities with the Head of Research and Conservation. Strong media relationships and partnerships with local media personalities and policymakers helped create an educational environment, changing perceptions around wildlife sustainability and emphasizing the critical role of conservation in Africa.

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The Results

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The campaigns generated significant impact, earning a media AVE of over R1.3 million, a reach exceeding 20.8 million, and a PR value of more than R4.1 million. With 100% positive sentiment, the campaign successfully secured coverage in South Africa and other sub-Saharan regions. By leveraging strong media relationships, the initiative educated audiences and drove meaningful conversations around wildlife sustainability and conservation practices.