With no budget, and only one photograph at its disposal, the agency knew its approach would have to be bold and so the Tuluver was created.
BirdLife South Africa then announced the recently discovered, rare and exceptionally beautiful species of scavenging bird and offered a visual of the enchanting 'Tuluver'. With the headline, 'New Species Discovered in South Africa' plastered across lampposts, radio and news media, it did not take long for a social media storm to brew. While thousands excitedly 'liked' and 'shared' the news of the gorgeous Tuluver, others questioned its authenticity.
On 2 September, the online video revealed that the 'Tuluver' was a photo-shopped image of the increasingly threatened Lappet-faced Vulture, the largest vulture in Africa. While it might lack the eye-catching beauty of a Tuluver, by consuming diseased carcasses, it helps maintain nature's pristine beauty and reduce the spread of rabies, tuberculosis and many other diseases.
The Tuluver campaign message, 'If we can get this passionate about discovering a new species, why can't we get as passionate about losing one?' certainly clanged bells across social media around the world.
Previous sceptics of the campaign recanted and praised BirdLife South Africa on what has been its biggest awareness and promotional campaign yet.
