African Wildlife Foundation

African Wildlife Foundation is one of the continent’s largest conservation organizations, initiating and engaging in wildlife and wild lands projects across Africa.  

Headquartered in Nairobi with African senior leadership and a worldwide network of influencers.

Elephant conservation is a key focus for the group.

Patrick Bergin, AWF’s Chief Executive Officer, visited Hong Kong to meet with donors and media.

Newell PR responsible for arranging several Tier 1 interviews to highlight the poaching crisis ahead of an upcoming CITES conference in Johannesburg.


With the CITES meeting approaching, there was an urgent need to raise awareness about AWF’s position on elephants and combat the trade in ivory.

Newell PR devised and implemented a media strategy that covered Tier 1 broadcast, and English and Chinese print publications.

Interviews were arranged with the CEO with CNN, HK01, Oriental Daily News, RTHK, South China Morning Post, TVB (broadcast), and TIME Magazine:

  • The TVB interview featured a walkabout along one of Hong Kong’s most notorious streets for ivory shops
  • The client landed at Nairobi airport and saw the CNN interview being shown in the airport

As a result, the coverage generated was broad and syndicated globally with key message inclusion.

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