ROTHCO reframes the traditional 'Birth, Deaths & Notices' section of an Irish National newspaper to highlight Africa's threatened white rhino population at the hands of illegal poachers. In collaboration with Dublin Zoo, the print campaign was sparked by the birth of a rhinoceros calf at the zoo and evolved to illuminate the startling contrast between the birth and death rates of the threatened species. The touching ad subverts readersâ expectations by framing the killings of white rhinos in the context of the Births, Deaths & Notices section found in newspapers. The ad serves to highlight the urgent need for the conservation and protection of rhinos.
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