Dublin Zoo’s marketing team picked a quiet spot amid the noise to break some pretty important news. Proof, if ever it were needed, that loud and expensive isn’t always the effective option.

Press is the natural place for important messages

In the February 16 issue of The Irish Sun and you’ll notice the Births, Deaths & Notices section of the paper looks, well, a bit strange. Not only was there just one birth to 70 deaths, every last one of them – whether “slashed repeatedly with machete blades” or “shot dead at point blank range” – was a white rhino.

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