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Democracy secures blanket coverage for Knowsley Safari rhino birth

 

Knowsley Safari baby white rhino
Knowsley Safari’s baby white rhino Nomvula

 

The birth of an endangered species was bound to create a huge media buzz, so we set to work with the Mail on Sunday to secure a double page exclusive feature, focussing on educating readers on the plight of the endangered white rhino and why it is so important that breeding programmes continue in the fight to keep the species alive.

After the newborn’s first photo call with the Mail (she was a natural at just two weeks old!), she made an appearance in the Daily Express and was swiftly introduced to the world of TV. Utilising Knowsley Safari’s expert knowledge, we positioned the team of rhino keepers to talk all about the new arrival on BBC North West Tonight and CBBC’s Newsround.

To engage our existing fan base, we worked on an integrated campaign to name the baby, and it’s no surprise she was named after the wet winter she was born into when an overwhelming number of Facebook votes were cast to name her Nomvula – meaning Mother of rain!
As Nomvula continues to capture the hearts of everyone she meets, she is quickly becoming the face of rhino conservation at Knowsley Safari, helping us to continue to communicate important conservation messaging.

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