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Case Studies / Cheetah Conservation Fund

Raising awareness of the Cheetah Conservation Fund

The Cheetah Conservation Fund (CCF) was founded by Dr Laurie Marker in 1990, conducting vital research and implementing strategies for cheetah conservation in their natural habitat. CCF is currently implementing several strategies to aid the depleting population of the wild cheetah, combining science with more practical approaches.

With the need for agricultural land on the increase, the cheetah’s natural habitat is constantly under threat and getting smaller. As a result, the cheetahs come in closer contact with livestock and are now perceived as a major threat to the farmer’s livelihood, causing the farmers to shoot or poison the cheetahs. CCF has been working with local farmers in Namibia by the introduction of the guarding dog programme. The programme places the Kangal (Anatolian) Shepherd, a working dog, from a young age into herds where it establishes a bond with the livestock. The dog acts as the herd’s protector and is always on alert; living, eating, sleeping and travelling with its herd. When a predator approaches, the dog barks loudly gathering the herd around it which scares most predators away. As a result, the farmers do not suffer losses and instead of shooting or poisoning predators, they learn to tolerate them on their land. Since the implementation of the programme in 1993, over 300 dogs have been given to farmers and the cheetah population has increased by a third.

College Hill Life Sciences took on pro-bono work to raise the UK profile of CCF’s contribution to conservation of the cheetah.

Objectives

Raise awareness of CCF as an organisation and the plight of the cheetah

Our Approach

College Hill identified the strength in the “dog saving cats” as a story hook, and pitched this to the UK’s national press
College Hill used its media contacts to secure media briefings for Dr Laurie Marker

Results

A meeting was set up between Dr Laurie Marker and Lewis Smith, The Times environmental correspondent
The meeting resulted in a half-page spread in The Times
The Times article also raised interest from the BBC, who requested an interview with Dr Laurie Marker, resulting in coverage on the BBC website

December 2008

To discuss our capability in this area please contact:
Sue Charles, Managing Partner
+44 (0)207 457 2020
sue.charles[at]collegehill.com

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