Born Free. Not For Sport

Born Free’s new advertising campaign on the big screen at Leicester Square (c) georgelogan.co.uk

To coincide with the 10th anniversary of Cecil the lion’s tragic death, we are proud to unveil a major new outdoor advertising campaign, calling for a total ban on trophy imports to the UK.  

Partnering with award-winning photographer and Born Free supporter George Logan, and thanks to a £360,000 grant from Ocean Outdoor’s annual environmental Out of Home advertising fund, Drops in the Ocean, the arresting animated imagery will be seen on digital billboards across London from 1st July, driving home the message that wild, endangered animals are ‘Born Free. Not For Sport.’

STAND WITH BORN FREE AGAINST TROPHY HUNTING

The first two hard-hitting images which launch the campaign feature lions: A poignant close-up of a lion’s eye, reflecting a hunter’s rifle shot; and an unsettling mock-up of a lion-skin rug laid out in the savannah as the long grass sways. Both have been digitally brought to life by George Logan and his team, to highlight the brutal reality of the so-called ‘sport’ of trophy hunting. They are part of an ongoing campaign which will be rolled out over the coming months to highlight several key Born Free issues, including wild animals in captivity, zoos and marine parks, and ‘selfish selfies’.

(c) georgelogan.co.uk

Born Free believes that trophy hunting, and the trade in gruesome trophies, is morally and ethically indefensible, and that now is the time for the UK Government to make good on its manifesto promise to the British people, and finally introduce a ban on the import of hunting trophies.

Molly Rutherford, Born Free’s Corporate Partnerships Manager, who was part of the team who secured the Drops in the Ocean funding, said: “This campaign is a visceral reminder that lions and other wild animals are not targets or trophies – they are sentient beings who deserve to live free. Thanks to Ocean Outdoor’s incredible support, these arresting images will stop Londoners in their tracks, forcing them to confront the brutal reality of trophy hunting.

“It’s been an honour to collaborate with Ocean Outdoor, whose commitment to amplifying critical environmental messages has made this bold vision a reality. With the launch of this campaign, we hope to reach new and wider audiences—because only together can we end this cruel trade and create a future where wildlife lives free and thrives.”

George Logan, who created the arresting images for the campaign, said: “Ten years ago, the world took notice and was rightly appalled at the killing of Cecil the Lion. However, since then, there’s barely a month goes by where I don’t hear about equally horrific cases of trophy hunting and wildlife conflict, involving lions, that pass with very little outcry. It makes it all the more important to get the message out there and keep the pressure on. This disgusting ’sport’ can no longer be tolerated.”

Take A Stand Against Trophy Hunting

(c) georgelogan.co.uk

We’re calling on the public to show they stand with us, against the hunting of animals for ‘fun’ by pledging to support our campaign, and by writing to their MP to demand the Government deliver on its commitment and ban the import of hunting trophies.

A UK ban would not end trophy hunting in other countries, but it would send a strong message that the UK, and its people, no longer support this cruel, colonial-era practice. And that Cecil’s death was not in vain.

STAND WITH BORN FREE AGAINST TROPHY HUNTING       WRITE TO YOUR MP