Rapier donates its services on poster for Save the Rhino

Rapier has donated its services free to Save the Rhino International, for which it has created the charity’s first UK advertising campaign.

Rapier has donated its services free to Save the Rhino

International, for which it has created the charity’s first UK

advertising campaign.



A series of shocking posters will appear in major cities throughout the

UK from the end of August.



The poster shows a rhino-ceros that has been compressed into a square

block, like a car that has been through a car crusher, except that the

horribly mangled rhinoceros is surrounded by blood.



The headline reads: ’100 per cent non-recyclable’ and along the bottom

of the ad it states: ’In the last 20 years, 97 per cent of the

rhinoceros population has been killed. Help us to save the last 3 per

cent.’



John Townshend, the creative director of Rapier, said: ’It’s a shocking

execution based on a shocking statistic. If it offends a few people, so

be it. This is not gratuitous - the subject needs attention.’



The poster was created by Townshend with his deputy creative director,

Roger Pearce, and the copywriter, Andy Ray. The model was made by Nancy

Fouts, photography was by David Gill and media support was given by

Mills & Allen and Michael-ides & Bednash.



PR will be through Jackie Cooper PR.



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