Peugeot, in collaboration with UK charity Born Free, has unveiled its “Powered by Lions” campaign at the 2024 Paris Motor Show.
This digital campaign aims to raise awareness about the endangered lion population and support Born Free’s conservation efforts. Funds raised will be donated directly to Born Free, with Peugeot also dedicating 60% of its solidarity advertising budget to the charity.
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As an official education partner of Born Free, Peugeot has been involved in protecting wild species and promoting coexistence between communities and wildlife. Since 2023, Peugeot has supported projects like building beehive fences and predator-proof bomas in Kenya’s Meru Conservation Area and providing Born Free with Landtrek pickup vehicles for daily fieldwork.
A highlight of the campaign is the introduction of four lion-shaped EV chargers on the streets of Paris, symbolizing four lions rescued by Born Free – King, Thea, Dadou, and Saida. Passersby can scan a QR code to donate, supporting these lions’ care at the Shamwari Conservation Centre in South Africa.
The lion chargers will be featured at the Paris Motor Show from October 14-20, supported by a global digital and social media campaign that directs audiences to learn more and contribute to lion conservation.
Will Travers, co-founder of Born Free, emphasized the importance of these efforts, noting how the collaboration highlights both environmental and wildlife conservation through innovative electric vehicle technology.
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