How to make the British public take note of the global decline of the big cat population?


We gave the traditional British ‘missing cat’ poster a wild twist and replaced the typical neighbourhood moggy with Archie a majestic lion.  A collaboration with a leading street artist brought the poster to life in the heart of London.  And the really clever part? The poster was created using disappearing chalk and vinyl so was slowly and unwittingly rubbed out by members of the public as they walked over the giant image and went about their business – a poignant reminder that lions are being wiped off the face of the earth and we need to act now before it’s too late. The giant image was then replicated in the form of a nationwide poster campaign that appeared in key London cities – Bristol, Edinburgh, Manchester and Birmingham.


Our creative campaign was not only brought to life with a clever stunt but the deeper message went nationwide and encouraged both media and the public take notice.  

  • The campaign was ranked as PR Week’s January ‘Campaign of the Month’

  • 80+ pieces of campaign coverage secured - 25 broadcast pieces including BBC News Victoria Derbyshire, BBC South Today and talkRadio, 6 nationals including Times Online and Standard Online, 7 consumer hits plus international coverage in Russia, Greece and Spain 

  • Traffic increased by nearly 40% to the Big Cats Initiative website during the life of the campaign

  • One in five people saw the media coverage of the ‘Missing Cat’ poster

  • Having seen our work, 73% of people said they would be more likely to learn about how they can support National Geographic’s efforts to halt the decline of big cats


‘When Tin Man first pitched this campaign to us, we were bowled over by just how creative the concept was. The team worked with endless enthusiasm in the implementation and landed some brilliant results to raise awareness of our Big Cats Initiative. Just fantastic.

- Kirsty Howell, Head of PR UK, FOX Network Group


Mandy Sharp