Peugeot and Born Free Launch ‘Powered by Lions’ Digital Campaign to Raise Awareness for Lion Protection
PEUGEOT, in partnership with the UK-based charity Born Free, launches ‘Powered by Lions’, a new digital campaign, at the 2024 Paris Motor Show. ‘Powered by Lions’ exists to remind the world that the lion population is in danger, so we need to act now to preserve it. All funds raised during this campaign will be donated Born Free. Additionally, PEUGEOT is investing in a solidarity advertising campaign to support Born Free, with 60% of its budget being donated to the charity.
As an official education partner of Born Free, PEUGEOT is supporting the organisation’s work to protect wild species and places. Born Free does this by engaging, educating and empowering local communities to co-exist with wild animals in Kenya and other countries around the world. Since 2023, PEUGEOT has supported Born Free in building beehive fences and predator-proof bomas in their Meru Conservation Area in Kenya and organising elephant behavior workshops in local communities. PEUGEOT will also provide Born Free with Landtrek pickup vehicles to use in the field daily.
FOUR LION-SHAPED EV CHARGERS
PEUGEOT’s goal for the ‘Powered by Lions’ campaign was to grab public attention and encourage people to donate to Born Free. As the brand that runs on lion power, PEUGEOT executed this by powering the streets of Paris with lion-shaped EV chargers. For two days, people were able to read about the four individual lions rescued by Born Free – King, Thea, Dadou and Saida – and represented by each charger and scan a QR code to donate. These donations go towards providing quality food and expert care for these lions in Born Free’s Shamwari Conservation Centre in South Africa.
The lion charger activation is being supported by a 360° PEUGEOT social and digital campaign across all markets and on Peugeot’s web site, driving the audience to a landing page to learn more about lion conservation and donate.
An EV lion sculpture can be seen from 14th October until 20th October, at the Paris Motor Show, on the PEUGEOT booth.
Discover more about the ‘Powered by Lions’ campaign right here: https://youtu.be/pBkYKC3lkX4
Will Travers, co-founder of Born Free: “At Born Free, we rescue and protect lions from exploitation and conserve their natural habitat for generations to come. Donations help us speak out against practices like hunting as well as pay for rescue operations and lifetime lion care at our Big Cat sanctuary, in South Africa. Electric vehicles and chargers are an increasing part of our lives. But, thanks to Peugeot’s Lion chargers, we’ve turned the everyday into something electrifying, something people want to use and to admire.”
Linda Jackson, CEO of PEUGEOT: “The lion is the beating heart of PEUGEOT. It is the emblem of our logo, present on each car. As an Official Education Partner, we support the work of Born Free in their contribution to the preservation of lions and the environment as well as in their awareness-raising activations. Education is also, for PEUGEOT, at the heart of our commitment.”