The campaign highlights the current rhinoceros poaching crisis in southern Africa. Its message is that Africa would not be the same without its rhinos.

Africa’s rhinos are now facing the worst poaching crisis in decades. So far this year, 280 rhinos have been killed in South Africa, 333 in 2010, compared with only 13 in 2007.

If the rhinoceros becomes extinct, there is no way that any other animal could take its place, the Save the Rhino campaign communicates. These amusing advertisements target a broad audience and encourage the public to join the cause of helping endangered wildlife.