Background

BLOOD LIONS® CAMPAIGN “MILESTONES”

Since the film premiered in July 2015, the Blood Lions® Campaign team – in collaboration with key partners around the world – has made great strides in their efforts to raise global awareness around captive lion breeding and “canned” (captive) hunting, as well as the associated tourism activities. We would like to thank our donors, colleagues and associates for all their support over the last year.

Digital Media

  • The Website: over 224,000 visitors;
  • Film trailer: over 400,000 views on YouTube;
  • Facebook: over 95,000 followers; reach over 5.3 million in 2019;
  • Twitter: over 7,500 followers; reach over 980,000 in 2019;
  • Five international tweet storms involving millions of supporters worldwide;
  • Online support from top international influencers and celebrities: Ellen de Generes (48m followers), Miley Cyrus (19.4m), Ian Somerhalder, (6.21m), Nikki Reed (.8m), Shannon Elizabeth (.6m), Emily VanCamp (.5m), Ricky Gervais (12 m), Pamela Anderson (1.1m).

Online and Print Media Coverage:

  • R61 200 287.04 pro bono media coverage globally to date.

Distribution:

  • International Distributors
    • PBS International, USA
    • IFD, South Africa
  • Blood Lions® DVD and VOD
  • Blood Lions® TV airings (full feature and 54min TV edits): aired in approximately 180 countries/territories around the world through the Discovery Channel, Animal Planet, MSNBC, TV Ontario, RTK, N-Tv, Planéte, People’s Weather and SABC3;
  • Film Festivals: Blood Lions® was nominated for screenings at 17 international film festivals in 13 countries during 2016/2017;
  • Subtitled versions of Blood Lions®: The film is subtitled into Spanish, German, Hebrew and Portuguese;
  • Blood Lions® curated global screenings: Australia, Belgium, Canada, Colombia, Dominican Republic, Finland, Germany, Holland, Hong Kong, India, Indonesia, Israel, Kenya, Namibia, Nepal, New Zealand, South Africa, South Korea, Spain, Sweden, United Kingdom, United States of America, Zambia, Zimbabwe;
  • Blood Lions® promotional clips: 9 short clips produced for the campaign, featuring different aspects of the captive lion breeding and canned hunting industry;
  • Blood Lions® short promotional “teasers”: “less than one minute” teasers produced for social media platforms and presentations;
  • YouthForLions “Life Cycle of a Captive Bred Lion”: educational clip released and produced in 9 different languages for online channels across the world;
  • 30,000 Blood Lions® DVDs distributed through leading South African retailer Woolworths: largest number of DVD’s ever ordered in SA through their Bags4Good “Born to Live Wild” campaign.

Awards:

  • African Responsible Tourism Awards ARTA17: Blood Lions® “Born to Live Wild” Tourism Campaign won joint “Overall Winner” as well as the Gold;
  • Award for “Best Responsible Tourism Campaign” ARTA 17;
  • FICMA Golden Sun 2016: Award for best Feature Documentary;
  • 59th CINE GOLDEN EAGLE AWARDS: Finalist Nonfiction Content / Feature – Current Affairs and Investigations Category;
  • WESSA “Award for Corporates2016;
  • GENESIS AWARD 2015: Humane Society US: Best International Feature Documentary Film.

2019 “Milestones”

  • Online and Print Media Coverage: ZAR 7 526 515.88
  • Netflix Africa: Blood Lions feature film documentary was launched on their channel and made available for streaming
  • 21 School and University screenings and presentations attended by close to 2 000 students around the world
  • Presentations and talks: Numerous presentations and talks were given, together with a number of media and radio interviews, including Salaamedia, Ballito 88FM, Durban Youth Radio, Northglen News, Newsweek, Animal People Forum, the Durban Natural Science Museum, WESSA, World Travel Market Africa and London, among others.
  • Tourism Trade Fairs and workshops attended and/or exhibited:
    • SATSA: workshop prior to the publishing of their Wildlife Interaction Guidelines and Tool;
    • World Travel Market, Cape Town;
    • Travel Indaba, Durban;
    • We Are Africa “Conservation Lab”, Cape Town;
    • World Travel Market, London: Blood Lions presented and took part in a panel discussion to a large international audience.
  • “Life Cycle of a Captive Lion” Animated video:  a short animated clip – produced from illustrations by Patrick George – was released in January, and translated during the year into nine different languages: English, Dutch, French, German, Spanish, Portuguese, Italian, Russian and Slovenian
  • “Born to Live Wild” Tourism Campaign & Pledge:
    • TreadRight Foundation, Cullinan Holdings and The TravelCorporation partnership. This group – comprising over 50 brands and travel companies – signed the “Born To Live Wild” Tourism Pledge, bringing the total to close to 200 signatories representing almost 3 000 member organizations around the world
  • “Youth for Lions” Campaign
  • Partnership Activations and Events
    • Blood Lions YouthForLions “Live Wild” workshop was attended by approximately 100 students in Durban. Topics included conservation, careers, responsible tourism and ethical wildlife volunteering, and presentations were hosted by WildlifeAct, Thompsons Africa, Project Rhino and Youth 4 African Wildlife. The Wilderness Leadership School sponsored two Wilderness Trails and – in collaboration with WildlifeAct – Blood Lions hosted a wildlife monitoring weekend in Hluhluwe Umfolozi Game Reserve for the winning team.
    • Humane Society International – Africa:  HSI sponsored Blood Lions advertisements in Airlink’s SKYWAYS magazine in January and March to help spread awareness around the cub petting industry.
    • Inside Edge:  A fund-raising event at Katmandu Restaurant in Ballito, KZN, was hosted by Inside Edge in support of the Blood Lions campaign.
    • World Animal Protection:  WAP partnered Blood Lions with a Mango Airlines In-Flight advertisement in their MangoJuice magazine in December to create further awareness around the cub petting tourism industry.
  • The Lion Coalition: Various letters and emails were written and sent by the Coalition, including open letters to President Ramaphosa, the Minister of Justice and the Rhino & Lion Park.  A number of Media Statements were also published, including releases about the SATSA’s “Animal Interaction Guidelines”, and the Reclassification of 33 wild mammal species under the Animal Improvement Act.
  • #WildlifeTourismChat: Blood Lions took part in the #WildlifeTourismChat on Twitter to commemorate World Rhino Day.  Blood Lions’ tweets had 10 000 impressions from the Wildlife Tourism Chat.
  • Comrades Marathon: The 94th annual Comrades Marathon took place in KwaZulu-Natal in June. Jackie Polchet and Monique Van Den Busken ran in support of Blood Lions to raise funds as well as to create awareness.
  • Southern Africa Tourism Services Association (SATSA): SATSA released their Animal Interaction Guidelines in October.  The Guide draws a clear ‘line in the sand’ as to what is not acceptable in terms of human interaction activities with wildlife. This includes cub petting; walking with lions; training of animals to ‘perform’ or behave unnaturally; attractions which cause animals fear or discomfort; and activities that put animals or humans in any kind of danger.
  • Animal Improvement Act (AIA): Lions were among 33 wild species which were reclassified as “farm animals” under an amendment to the Animal Improvement Act. This was passed, without public consultation, by the previous Department of Agriculture, Forestry and Fisheries in South Africa. The Lion Coalition issued a media statement in this regard.
  • Parliamentary Portfolio Committee for Environmental Affairs (PCEA): A Blood Lions screening was held in Cape Town in November for approximately twenty government officials, including Members of Parliament from the ANC, DA, and IFP, as well as members of the Parliamentary Portfolio Committees for Environment, Agriculture and Tourism.
  • “Last Lioness” Charity Cycle Ride: Blood Lions was the beneficiary of a charity cycle ride by the “Last Lioness” and long-time supporter Hannele Steyn, and fellow cyclist the “Last Lion” Mike Nixon. They cycled over 1 600km from Cape Town to raise awareness for Blood Lions and the Kingsley Holgate Foundation.  Hannele is the only woman in the world to have completed all 16 Cape Epic cycle races.

2018 “Milestones”

  • 2018 total media coverage for the year: Over R13, 673 000 in pro bono media
  • TV Airings : In addition to ongoing international airings of the TV edit of Blood Lions®, South African station SABC3 aired the full version of the film to coincide with World Lion Day on 10th
  • VOD : Contracts were signed with Ecostreamz in the USA for global viewing (excl. SA), and Showmax for viewing in South Africa.
  • Promotional videos : Nine short clips were produced for release to coincide with key campaign initiatives
  • TV interviews: Blood Lions presented on Kyknet TV on the captive breeding industry: https://www.youtube.com/watch?v=E7S1IvjJ8rU&feature=youtu.be&fbclid=IwAR3J73CM3X1UscZ0dIeWLixBsgUEzW1AT2WNQR-8lK-fpxQY9AWGV6eZVfc
  • Radio interviews: Cape Talk Radio, RGS, Algoa FM on various topics in the industry.
  • Thirteen school/university Blood Lions® Screenings and “Youth For Lions” presentations
  • Fourteen curated Blood Lions® Screenings, presentations and talks were hosted over the year. Various TV, radio, magazine and newspaper interviews and articles were also conducted during the year
  • Partnership activations and events
  • Live Facebook feeds / videos
    • Karl Ammann, Swiss filmmaker and environmental journalist: speaking about the tiger bone trade in South East Asia and his upcoming film
    • Pippa Hankinson, Blood Lions: speaking about the Portfolio Committee for the Environment’s Report as adopted by Parliament, which followed the colloquium on captive lion breeding in South Africa
    • Andrew Venter, CEO WildTrust: discussing the lion bone trade
  • Trade Fairs and Conferences attended
    • Indaba, Durban South Africa
    • We Are Africa: Conservation Lab, Cape Town South Africa
    • South African Youth Travel Conference (SAYTC), Western Cape
    • Parliamentary Portfolio Committee on Environment, Cape Town: two day colloquium entitled “Captive Lion Breeding For Hunting In South Africa: Harming Or Promoting The Conservation Image Of The Country?”
    • Symposium of Contemporary Conservation Practice
  • Youth For Lions Online Campaign:
    • YFL Blog: launched December 2018 as a way to share educational content regarding the captive lion breeding industry, as well as to keep our followers up to date with news from the campaign and activities that the YouthForLions team are involved in.
    • 2018 #YouthForLions On-Line Campaigns (Initiatives):
      • #AprilAwareness– Campaign looking at the six questions you should be asking before visiting wildlife facilities.
      • #JumpIntoActionInJune – Raised awareness around the actions our followers could take against the cub petting industry, canned lion hunting and lion bone trade. Each week an action was highlighted that enabled our followers to help make a difference in the conservation and protection of lions.
      • #SeptemberSchoolsChallenge – We challenged our followers, their friends and schools to sign our PLEDGE and SAY NO to animal interaction and facilities involved in the captive breeding and canned hunting industry.  We asked them to send in their pictures and join the global movement against the canned hunting industry in South Africa.

2017 “Milestones”

  • International Subtitles: Hebrew and Portuguese.
  • Blood Lions® (84min feature film): People’s Weather premiered full length version of the film on television in South Africa to commemorate World Lion Day in August, and twice weekly during World Tourism Month in September.
  • Government/Parliamentary Screenings:
    • International Parliaments: Sweden
  • Safari Company, Israel:    Blood Lions® invited to screen film in Tel Aviv at Safari Company’s “Responsible Tourism Campaign” gala event http://www.haaretz.com/life/film/.premium-1.799928
  • Projects supported through Blood Lions® fundraising:
    • NSPCA’s Wildlife Unit
    • Somkhanda Community Game Reserve’s wild lion reintroduction program aimed to improve the tourism product offering and ecological status of the reserve in KZN.

2016 “Milestones”

  • Film Festival Blood Lions® Screening Selections:
    • USA: Environmental Film Festival in the Nation’s Capital, Washington D.C.
    • USA: Telluride Mountain Film, Colorado
    • USA: Joshua Tree International FF, California
    • USA: Chagrin Documentary Film Festival Ohio
    • USA: Awareness Film Festival, LA
    • USA: Friday Harbor Film Festival, San Juan Islands
    • UK: Wildscreen Film Festival
    • Spain: Barcelona International Environmental Film Festival
    • Dominican Republic: Environmental Film Festival

2015 “Milestones”

  • Premier and global release of Blood Lions® :   July 2015
  • International Subtitles: German
  • Government/Parliamentary Screenings:   
    • National: Department of Environmental Affairs and Department of Tourism
    • International: Australian and EU Parliaments
    • Royal Geographic Society screening, London
  • Film Festivals Blood Lions® Screening Selections:
    • South Africa: Durban International Film Festival, Durban
    • Colombia: Planet on Film Festival, Bogotá
    • Holland: Wildlife Film Festival, Rotterdam
    • Finland: Lens Politica Film Festival, Helsinki
BLOOD LIONS FILM

A documentary feature film that blows the lid off claims made by the predator breeding and canned hunting industries.