First Car Rental’s ‘Rhinos FIRST’ campaign, hailed as 'important', 'smart', 'current' and 'about time' by travel fans and tourist authorities that attended the launch at the Travel Indaba in May 2013, netted a final donation of R31 020.00 to the Wildlands Conservation Trust this month.

Since the Travel Indaba, the 'Rhinos FIRST' near-life size rhino has been displayed, commanding attention and gathering support in the First Car Rental King Shaka International Airport branch.

Since May, the Rhinos FIRST campaign has accumulated thousands of signatures, amounting to a total donation of R30 000, which First Car Rental has donated to the Wildlands Conservation Trust.

The Rhinos FIRST campaign has grabbed the attention of the thousands of renters, many of whom have signed the near-life sized rhino in support of the cause. For which every signature added, First Car Rental pledged a R20 donation to the Wildlands Conservation Trust.

In addition to donations for signatures, via the social media channels, for every photograph taken with the rhino and uploaded tagging @firstcarrental #rhinos1st, First Car Rental pledged a further R20 donation.

The Rhinos FIRST idea originated from Melissa Storey, Executive Head: Strategy, Development and Marketing at First Car Rental, who felt this concept needed emphasis on the values of their company and staff rather than what they do from 9-5.

Says Storey: “Our objective was to raise awareness and funds for the Wildlands Conservation Trust’s Rhino Aerial Support Project, which consist of the aerial anti-poaching patrols that surveillance KwaZulu-Natal’s embattled game reserves. We intend to keep this campaign going for as long as people are responding to it.”

Kevin McCann, Strategic Manager at Wildlands Conservation Trust says, "We know that aerial support in key rhino properties in northern Zululand is going to make a significant difference to halt the dramatic increase in Rhino poaching in KZN. We thank First Car Rental and all their customers for their generosity and caring-attitude. This donation will go far for this important cause.”