The African Wildlife Foundation raises awareness to the grim future of mountain gorillas in D.R. Congo

The African Wildlife Foundation (AWF), together with the people of Africa, works to ensure the wildlife and wild lands of Africa will endure forever. For the mountain gorillas of the Virunga heartland, extinction is a very real threat. With less than 720 mountain gorillas in existence, AWF’s efforts have a paramount role in saving these gentle giants.

Photo by Craig R. Sholley

Challenge

After AWF briefed Reuters on the grim state of the mountain gorillas, the story was published on the Reuters Web site.

The AWF turned to Collactive to expose the story to a broader audience than the environmentalist readers alone.

Our Work

Collactive’s innovative solution was used to promote the article on the Web 2.0 environment available on Reuters Web site. This new environment gives readers the opportunity to share articles they like to the Reuters readership, and also see what the most popular articles are.

Using Collactive’s ready-to-use tools the AWF community members were able to easily recommend the article to the Reuters readership.

Results

• The article reached the top spot of Reuters’ Most Recommended article list, and remained there for an entire day
• With Reuters’ main site receiving more than 500,000 unique visitors a day, this article was exposed to tens of thousands of readers
• Reaching the Most Recommended article list adds a sense of urgency as readers and potential influencers see this issue is in people’s hearts