A social bird with a hidden secret

Birth of a new species through the social media

When Birdlife South Africa announced that it had discovered a new bird species called the tuluver, some ornithologists were sceptical. After extensive social media buzz, it was revealed that tuluver was in fact an anagram of a more familiar but endangered bird: the vulture. On September 5, International Vulture Awareness Day, it was time to improve the image of a bird that suffers because of its association with death. A campaign film explained the importance of vultures to the eco-system and added a final message: “If we can get this passionate about discovering a new species, why can’t we get as passionate about losing one?”
TitleTuluver
Agency
Campaign Tuluver
Advertiser BirdLife
Brand Birdlife South Africa

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Date of First Broadcast/Publication Subscribers Only
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Media Type Social Media
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Creative Director C..l Ca.....lli Subscribers Only
Art Director J...s A...ns Subscribers Only
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Copywriter ..y Do.....on Subscribers Only
Copywriter Be....ce Wi.....hby Subscribers Only
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Designer S..n Cr.....on Subscribers Only
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