The International Anti-Poaching Foundation needed to attract a new audience to take action and donate.

Working with Good Brains for Good Brands, I created a pop-up ecommerce store on the IAPF website for two months. Available to purchase were items of seemingly little ‘value’ but that came with a unique, crafted story from the experiences of the IAPF rangers,

allowing the shopper to ‘own a story’. Items could be discovered and physically owned or

digitally downloaded. Online experiences were available and donators’ own stories could be created in real life, on the ground in Zimbabwe.