IT'S GOOD NEWS

Getting the Horn

27 April 2017 | Liz Bowen

White male, 43, one of a kind, likes to eat grass and chill in the mud. TV star. Looking for a mate to help secure the survival of the species…”

Sounds like quite the catch, am I right ladies? If you’re a female white rhino at least.

The shocking plight of the northern white rhino (there are only three left in the world – one male and two females) has hit the headlines this week in an attempt by conservationists to raise $10m (£7.8m) to secure the fate of the critically endangered mammal.

And how are they going about their fundraising efforts, I hear you ask? Well…by signing the guy, Sudan, up to Tinder. Obviously. In a joint campaign launched by Ol Pejeta Conservancy and the dating app, users are given the option to donate when they open Sudan's profile.

The money will go towards developing in vitro fertilisation (IVF) methods for rhinos as part of a 10-year programme to recover the species, after attempts to mate Sudan with both females failed.

It’s a fantastic campaign and one created in humour, if Sudan’s bio is anything to go by: "I don't mean to be too forward, but the fate of my species literally depends on me. I perform well under pressure... 6ft (183cm) tall and 5,000lb (2,268kg) if it matters."

Smooth.

With tens of millions of users, a partnership with Tinder could really pay off for the Ol Pejeta Conservancy. It’s something different – no Facebook or Twitter profile for Sudan – and plays in to what the campaign is really about.

As much as reading about this campaign made me smile, it also highlights the devastating consequences of poaching. Let’s hope people take note and donate.