The LRF has provided a grant to WildAid to launch one of their renowned communications campaigns in Tanzania. WildAid is engaging national celebrities and local champions to promote conservation and foster pride for lions at both the public and political level. This broad effort will include collaborative efforts with various partners (1) highlighting the lion crisis and conservation priorities at the national level focusing on policy makers and influencers, (2) promoting promising local level lion conservation initiatives as models for expansion, and (3) raising awareness in provincial capital cities and towns on the lion crisis, the importance of lion conservation, and specific lion conservation priorities. The campaign will include national level communications efforts as well as localized activities addressing specific needs. With initial activities launching in early 2019, this is envisioned as a three-year campaign with the expectation that it will need to continue beyond that term.