With fewer than 720 mountain gorillas left worldwide, more than half living in Uganda, conservation was an urgent priority. The Uganda Wildlife Authority recognised the need to raise awareness and funds to protect this endangered species. The Friend a Gorilla campaign tapped into the rising influence of social media, using digital platforms to reach a global audience, educate them on conservation issues, and encourage collective action toward protecting gorillas and their natural habitats.
QG Group partnered with UWA to launch Friend a Gorilla, a pioneering digital campaign to fund conservation. For $1, individuals could symbolically ‘friend’ a gorilla online and receive updates, including GPS data from field trackers. Using platforms like Facebook and Twitter, the campaign inspired global participation, combining digital innovation with storytelling. It raised both awareness and financial support, setting a benchmark for how technology and conservation can work hand in hand for impact.
