To celebrate the successful conclusion of Lion World Travel's#ShareIfYouCare social media campaign, the company will donate $10,000 to the Endangered Wildlife Trust in support of their rhino conservation efforts. This donation is being made through The TreadRight Foundation, a not-for-profit organization operated by The Travel Corporation and its family of travel brands, including Lion World Travel.
The yearlong #ShareIfYouCare social media campaign was designed to raise awareness about the drastic increase in rhino poaching in South Africa over the past decade.
"We received an overwhelming response from our community on social media," said Lucille Sive, president of Lion World Travel. "I believe that the travel and tourism industry has an obligation to support local wildlife conservation efforts. Our guests experience the natural beauty of Africa first-hand and we're committed to doing our part to ensure that its beauty is here to stay for generations to come."
The Endangered Wildlife Trust is one of the multiple projects supported by The TreadRight Wildlife Initiative, launched earlier this year and focusing its support on the fight against wildlife crime.
South Africa's rhino population faces an unprecedented and increasing threat from poachers. While a decade ago approximately 25 rhinos were killed as a result of poaching in South Africa, that number has grown exponentially and last year more than 1,000 rhinos were killed.
The Endangered Wildlife Trust's Rhino Conservation Project implements interventions at several stages in the poaching and wildlife trade chain. The contributions of Lion World Travel and The TreadRight Foundation aid the Endangered Wildlife Trust in its care for orphaned baby rhinos, poaching and smuggling deterrent efforts, as well as delivering rhino conservation resource materials and support for landowners and reserve managers.