For more than 30 years, Tusk has helped pioneer an impressive range of successful conservation initiatives across more than 20 countries, increasing vital protection for over 70 million hectares of land and more than 40 different threatened species. The charity, which has Prince William as its Royal Patron, has raised and invested over £90m since its founding in 1990. 

Following the huge success and popularity of Tusk’s Rhino Trail in 2018, Tusk launched 47 life-sized lion sculptures onto the streets in iconic locations worldwide including the UK, The US, Dubai, Nairobi, New Zealand and lastly, Sydney Australia, and Pure Public Relations were onboarded help launch the final, Sydney lion installation, which was delayed amid the pandemic. 

How we worked 

Pure Public Relations created an Australian launch event for dignitaries and the media to attend for the unveiling of the life-sized lion sculpture – all in two weeks! This included coordinating the attendance of the Honourable Margaret Beazley AC QC and former Australian Prime Minister, Tony Abbot. 

In addition to securing the attendance of the media at the event, including Getty Images, The Daily Mail, ABC News, and more, Pure worked hard to secure media coverage before and after the event to tell Tusk’s wider campaign story.

Pure Public Relations also helped to elevate the profile of the Australian artist, David Griggs, who designed the sculpture ahead of its charity auction later that week. 

Despite the two-week turnaround and the news cycle being saturated with political and pandemic hurdles, major mainstream news platforms were engaged, including: 


  • Channel 9
  • The Sydney Morning Herald
  • The Age
  • AAP Media 
  • What’s On Australia
  • And more.
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