Wildlife captivity has been a topic of concern for animal lovers for years, with the moral debate of whether zoos protect or harm wildlife dominating conversations in the world of environmentalism.

Now, international wildlife charity, Born Free, has launched a new website, designed by marketing agency PMW Communications, in an effort to motivate, educate and inspire visitors to get involved in a good cause and ‘Keep Wildlife in the Wild.’

The purpose behind Born Free comes across clearly on its website. Born Free aims to guard and preserve wildlife in its natural habitat, end wild animal exploitation and promote ‘Compassionate Conservation.’

Matt Smithers, head of marketing & fundraising at Born Free, says, “Having such a current and comprehensive website was a big undertaking, but one which is critical to ensuring we can effectively communicate to our supporters, whose generous donations allow us to continue our work of keeping wildlife in the wild.”

The revamped website offers easier navigation and is compatible across all platforms and devises with good readability and a bold and lively look. Informative and fun, the website also provides visitors with images and inspiring stories of Born Free’s work and rescues, engaging emotionally with its audience and encouraging their support.

The new website includes an aesthetically pleasing homepage, an educational ‘Wildlife’ section with facts and information on various wild animals, a ‘Take Action’ section detailing Born Free’s position and latest campaigns on key wildlife, a new ‘Education’ section providing information on Born Free’s direct outreach to schools, communities and individuals.

Additionally, the website honours people who have dedicated their lives to the protection of wildlife in its section called ‘Wildlife Heroes.’ Available on the website, there is also merchandise, downloadable press as well as the latest news regarding Born Free’s projects around the world.

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