The Big Cat Sanctuary is thrilled to announce it has been honoured with the prestigious PR, Marketing, Digital and Events award from the British and Irish Association of Zoos and Aquariums (BIAZA) for its groundbreaking “Big Cats in Crisis” campaign. Often dubbed the ‘Oscars of the Zoo World,’ these annual awards celebrate the exceptional efforts of zoos and aquariums dedicated to creating a wilder world.
The “Big Cats in Crisis” campaign, recognized by BIAZA’s expert judges, was the most ambitious rescue and fundraising initiative in the Sanctuary’s history. It meticulously documented the dramatic rescue of five lions from war-torn Ukraine, transforming a critical mission into a global movement.
“This award is a testament to the incredible dedication and innovation of our team,” said Cam Whitnall, Wildlife Expert, Conservationist, and Managing Director of The Big Cat Sanctuary. “We took a calculated risk by sharing the real-time, unfolding story of the rescue, from Ukraine all the way to their safe arrival in the UK. This approach, which goes against the usual practice of waiting until animals are safely moved, allowed us to create a compelling, multi-day narrative that deeply engaged audiences and media across broadcast, digital, radio, and print.”
Through an innovative and strategic multi-platform approach, the campaign resonated worldwide, driving unprecedented engagement and awareness. By combining authentic storytelling with a robust digital strategy, the Sanctuary turned social engagement into continuous, press-worthy moments that media outlets eagerly covered. This ongoing narrative allowed top tier media including CNN, ITV, BBC and more to follow the lions’ journey from beginning to end.
The campaign’s success was pivotal in helping the Sanctuary achieve its fundraising goal of £500,000 to build the lions their new forever home, the Lion Rescue Centre.
The BIAZA judges specifically praised the “Big Cats in Crisis” campaign for its outstanding media engagement, innovative storytelling, exceptional social media reach and significant fundraising success.
“This is an incredible achievement reflecting the very best in the zoo and aquarium community,” commented Dr. Jo Judge, CEO of BIAZA. “BIAZA members like The Big Cat Sanctuary are at the forefront of the fightback for nature, delivering the highest levels of animal welfare, conservation, education, and research.”
BIAZA member zoos and aquariums collectively contribute over £150 million to conservation every five years, welcome 30 million visitors annually, and deliver 1.15 million structured education sessions. Their work has been instrumental in saving species from extinction, including the scimitar-horned oryx and Socorro dove.
The Big Cat Sanctuary is proud to be recognised for redefining what a wildlife rescue campaign can achieve through emotionally compelling storytelling, strategic media partnerships, digital virality, and influencer engagement. This award celebrates not only record-breaking engagement and global media coverage but also a lasting impact on big cat conservation and future rescue efforts.