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Battling Europe’s Tiger Kings
Highlighting the horror inflicted on captive big cats.
Creative & content
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Public relations
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PR for good causes
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Social content creation and toolkits
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Video production
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The client
Four Paws: is the global animal welfare organisation for animals under direct human influence.
Key stats
29+
Total pieces of coverage
278m+
Estimated reach of coverage
31m+
Reach on social
Euronews, Al Jazeera, The Times, Newsweek
Coverage Highlights
The challenge
Over 1,600 tigers are held in captivity in Europe. While some live in reputable zoos and wildlife parks, many are kept in circuses and private collections, where welfare concerns are at a minimum.
The solution
89up worked with global animal welfare organisation Four Paws International on the launch of a report into the horrific abuse and exploitation of tigers across Europe. The report called on the European Commission to end the commercial trade in captive tigers and grant them the same protection as wild tigers.
89up’s PR team leveraged the buzz around the Netflix show Tiger King to create a virtual water-cooler moment, showing European audiences that the exploitation and abuse of exotic animals documented in the programme is also taking place on their own doorsteps.
The impact
We secured significant coverage in news titles including Euronews, Al Jazeera, The Times and Newsweek, and helped build pressure on the EU Commission to reconsider the regulation of the tiger trade.
Our Studio team delivered ongoing creative and content production support Four Paws’ social media outreach to drive a petition lobbying the EU to end this cruel industry.
Testimonial
“ I've worked with many creative agencies before in the UK and across Europe, and our recent work with 89up across content and PR has been a stand out in terms of quality and process. They have really taken the time to understand our objectives, and unlike other agencies, they keep giving us great ideas that actually work. ”
Kieran Harkin
Head of Wildlife Trade
