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...