A lion is laid out as a rug on a grassy plain

Born Free – Not For…

Powerful images and animations have sent a strong message around the UK, in Born Free’s latest campaign in partnership with renowned wildlife photographer, George Logan.

An image of a lion skin laid out as a rug, on a large advertising screen on the front of the Vue cinema at Leicester Square

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

Launched in July 2025, to coincide with the 10th anniversary of the death of Cecil the Lion, the outdoor advertising campaign saw Born Free take over digital billboards around the country, with a series of animated and still images that convey the stark contrast between the freedom wild animals deserve, and the many forms of exploitation they still continue to suffer.

The campaign was supported by a £360,000 grant from Ocean Outdoor’s annual environmental Out of Home advertising fund, Drops in the Ocean, which allowed Born Free to reach hundreds of thousands of people in major cities across the UK.

Below you can discover the full campaign, and watch an interview with George Logan about why he feels so passionate about these issues, and was so keen to support Born Free’s campaign.

Watch the interview

A close up of a lion's eye, with the reflection of a hunter raising his gun

Born Free. Not for Sport - The Hunter's Eye

This poignant close-up of a lion’s eye, reflecting a hunter’s rifle shot, was digitally brought to life by George Logan and his team, to highlight the brutal reality of the so-called ‘sport’ of trophy hunting.

Born Free. Not For Sport - The Lion Sleeps

The second animated image to highlight the horrors of trophy hunting, running on screens throughout July, this displays the horror of a lion-skin rug laid out in the savannah as the long grass sways.

A gorilla stands with a baby clinging to its back, with a forest background and bars in the foreground

Born Free. Not For A Cage

Coinciding with the launch of Born Free’s major new report into the keeping of great apes in captivity ‘Our Captive Cousins’, in this animation a majestic gorilla and its baby stand in a forest, which gradually transforms to the grim reality of a zoo enclosure.

An orca dangles from strings, being puppeteered by a giant human hand

Born Free. Not To Perform.

For decades, Born Free has campaigned for an end to keeping cetaceans in captivity – this animation hits home with just how cruel it is that humans think they can be the puppet-master of such beautiful wild animals in the name of entertainment.

A cheetah sits with a metal collar around its neck, in front of a large house

Born Free. Not For A Home

The message couldn’t be clearer – wild animals are born to be free, not confined in someone’s home as an ‘exotic pet’. Cheetahs are sadly seen as a status symbol for wealthy owners, but this image shows just how wrong that is.

An elephant is neeling on the ground, with two boys riding on its back and two girls in front taking a selfie

Born Free. Not For Likes

Exploitation of animals for entertainment can never be acceptable, but there’s something particularly vile about subjecting them to cruelty, such as elephant riding, purely to gain ‘likes’ on social media.

Meet the man behind the art

We sat down with acclaimed wildlife photographer George Logan to speak to him in more depth about this campaign, and why wild animal welfare is at the heart of everything he does.