In 2009, gorilla conservation faced a critical moment. Fewer than 720 mountain gorillas remained worldwide, with more than half living in Uganda. Uganda Wildlife Authority needed more than traditional campaigns. Conservation required global awareness, funding, and a personal connection between people and the cause. We saw an opportunity to turn a local story into a global movement by using digital tools to make participation easy, meaningful, and scalable.
Our task was to create a campaign that turned attention into action. We launched Friend a Gorilla, a digital initiative that allowed anyone to contribute $1 to symbolically ‘friend’ a gorilla and receive real-time updates, including GPS tracking data from the field. Through platforms like Facebook and Twitter, the campaign connected individuals worldwide to Uganda’s conservation story. It raised funds, amplified awareness, and positioned UWA as a pioneer in using digital storytelling for wildlife protection.
