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Try­ing to get across a mes­sage to a new audi­ence — the mes­sage of the need for sav­ing species from extinc­tion — Dur­rell Wildlife Con­ser­va­tion Trust har­nessed the power of social media. In this Lonely Dodo cam­paign, the first of it’s kind for Dur­rell, the extinct Dodo is star­ring while celebrity Stephen Fry tells the story of the last lone­some bird from Mau­ri­tius on a world­wide adven­ture, look­ing for hope and friendship!

Besides being suc­cess­ful the cam­paign, for rais­ing aware­ness and sup­port Durrell’s mis­sion of sav­ing species from extinc­tion, has now been awarded the title for ‘Best use of Dig­i­tal Media’ at the Third Sec­tor Awards for Excellence.

See for your­self how clev­erly the con­cept of lone­li­ness — rep­re­sented by the lonely Dodo — is used in this campaign:

Don’t for­get to show you care!

(Source: Dur­rell Wildlife Con­ser­va­tion Trust, 27.09.2013)