Seibu Lions: Save Lions” project by Seibu Lions

The Seibu Lions, a Japanese baseball team, raised money to save the lion while also boosting game attendance with its campaign Save Lions (pronounced similarly to Seibu Lions in Japanese).

Overview

Japanese professional baseball team, the Seibu Lions, marked their 70th anniversary by launching a project to help save the team's endangered mascot animal, the wild lion, while also boosting game attendance.

After forming a strategic partnership with Oxford University's prestigious WildCRU research unit, the initiative leveraged a clever play on words that transformed the "Seibu Lions" into the "Save Lions" (Japanese makes no distinction between the "b" and "v" sounds): a message promoted by club players and staff both on and off the field. Donations to WildCRU quadrupled year-on-year, while outreach efforts secured over 10 partner organizations...

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