There was one predominant challenge - developing a campaign that would run in countries other than our own with a target market we’d never before tried to engage.

Our objectives were to target the people responsible for creating the demand for rhino horn and show them what they were really doing for their hypothetical cancer / fever cure or vitality tonic.

Our creative execution used deception, the same tactic used by poachers. Our campaign stayed undetected by the people responsible for buying and using rhino horn until it was in their hands.

We set out to create something that would become a Trojan Horse, a silent army in this fight against the rhino horn trade and our stamps did exactly that. They infiltrated borders once protected by political interests and flooded the countries overseas responsible for creating the demand for rhino horn.

Overnight, thousands of stamps left our shores and achieved what no petition or awareness campaign could - they infiltrated borders and started a direct communication between our country and those involved in the rhino horn trade. Within days we were in the national press, television and radio. Then it spread across the world on the Internet. In the week of the rollout alone, we had made international news. We earned R12 million in unpaid media and Stop Rhino Poaching has experienced a traffic increase of over 300% on their website, the majority, coming from the countries that we targeted with our stamps.