One of the most impactful releases I’ve written was for a collaboration between The Rhino Pride Foundation and Novita Biotech, highlighting the first use of regenerative medicine to treat rhinos injured in poaching attacks. This release had to communicate both the scientific credibility of the treatment and the deep humanitarian message behind protecting one of Africa’s most endangered species. It’s a strong example of how press releases can connect audiences emotionally while building brand and cause authority.
The Press Release
Humanitarian Hope Through Healthcare Pioneers Regenerative Medicine for Poacher-Wounded Rhinos
Humanity in support of sustainable solutions to aid, rescue and protect endangered rhino populations vulnerable to the rising numbers of poachers is highlighted by a recent ground-breaking collaboration between The Rhino Pride Foundation and Novita Biotech with the delivery of regenerative medicine and biotechnology healthcare for surviving rhinos and their young, which have withstood vicious armed poacher attacks.
Recognised as one of Africa’s Big Five, rhino are gentle horned herbivores which are today, highly endangered, and ruthlessly hunted by organised crime cartels to meet the voracious demand from Asian countries for the trade in illegal rhino horn. As in all warfare, if the rhino being hunted is not killed outright, it is left critically injured and in agony.
Specialist Wildlife Veterinarian Dr Jana Pretorius, founder of the Rhino Pride Foundation operates a secure and protected rhino sanctuary in South Africa where injured rhinos are treated and can roam wild following recovery. Together with Baby Rhino Rescue, involved with the foundation’s anti-poaching unit from the onset, orphaned rhino calves are fed and cared for too.
Now, in a co-operative healthcare outreach, Novita Biotech has become the first documented healthcare organisation in the world to supply injured rhino with a pioneering regenerative medicine administered through the injection of systemic Hyaluronic Acid and Proglycan treatment in injured rhinos for pain management and long-term quality of life.
Medical Hope for Critically Injured Rhino
Despite his diminutive name, Junior is a male bull rhino which weighs in at over 1200 kilograms, and a survivor of a recent poaching attempt. The bullet from a poacher’s high-velocity gun which entered through the left side of his chest had started migrating, causing Junior pain and discomfort. Due to his injuries, Junior was moved to the Rhino Pride Sanctuary approximately two weeks after the attack where the Proglycan treatment was administered without incident, with Junior’s positive recovery being monitored daily.
“Regenerative medicine aims to recover the normal function of diseased or damaged cells, tissues and organs, and speed healing and bone strength,” explains Dr Jana Pretorius. “As a non-profit organisation we are uplifted by the many people who work tirelessly in the background to help support and save our rhinos. It gives us incredible hope and it is a glimmer of hope for the future of our rhino in Africa. We are incredibly thankful for this long-term partnership with humanitarian Alexandra Mszewski of Novita Biotech which sets the foundations for the future treatment of injured rhino and increases the numbers of rhino saved from death.”
Novita Biotech is a Cape Town-based biotechnology company that supplies affordable cutting-edge human medical, aesthetic medicine and veterinary medical device products to industry professionals. Headed up by sole owner and shareholder Alexandra Mszewski, the company has developed the first commercially available systemic regenerative equine treatment derived fully from a unique system of processing autologous blood.
“From day one Novita Biotech has been founded on the principle of creating hope through healthcare; this has always been our purpose and mission,” says Mszewski. “The affordability and accessibility of health care products, especially to those who need them the most, is behind what we do and the poaching of rhino horn which leads to rhino deaths and injury is unfortunately a very real South African problem. As an animal lover I want to make sure that our rhino benefit from health products that the Rhino Pride Foundation would not necessarily have access to.
“The Novitas Biotech business model of hope means we are able to give back thirty percent of our profits to those who need it. We want to support this very real African problem where the recipients really need it and our rhino can benefit from our healthcare with restored and extended life.”
Largest Private Rhino Sanctuary in the World
Due to the tremendous increase in rhino poaching and the high cost of feeding rhinos, many private rhino owners have had to give up their rhinos. This is where the Rhino Pride Foundation steps in, providing a haven for these rhinos, thus becoming the largest sanctuary of privately owned rhinos in the world.
The sanctuary provides a secure yet natural free-roaming habitat for endangered rhinos and utilises tracking technology to monitor poachers and prevent access to the reserve. Working collaboratively with Baby Rhino Rescue, they fund the purchase of milk, teff, and three anti-poaching dogs.
Currently, the Rhino Pride Foundation is completing infrastructure to the Sanctuary to nurture and protect more than 40 injured rhinos daily, with continued needs for orphan milk, fencing, the installing of thermal cameras, 24/7 security patrols, security gate and control room headquarters for the ongoing protection of rhino, medical support and the management of a sustainable rhino sanctuary where protected rhino which can live, breed and roam wild.
Adopt a Rhino
Enabling meaningful long-term partnerships both locally and globally, you can become part of the systematic plan to save the rhino through symbolic adoption. All donations for the Sanctuary go to Baby Rhino Rescue to be disbursed by the Board of Directors. Symbolic support for a specific rhino means the donor will receive updates about projects and rhinos.
Inspired and passionate about the future of healthy rhino populations, Dr Jana Pretorius says, “We are focused on building trust through the successful delivery of honest and transparent initiatives, such as this medical-first partnership with Novita Biotech, so we can continue to education our future generations to be our wildlife conservationists and champions so that we might treat all living creatures with integrity and respect.”
ENDS/
Results & Impact:
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The release was picked up across conservation, health innovation, and humanitarian news channels including: Getaway, IOL and Weekend Argus:
https://iol.co.za/weekend-argus/news/2021-12-16-regenerative-medicine-and-superior-pain-treatment-brings-hope-for-our-endangered-rhino/
https://www.getaway.co.za/travel-news/new-medicine-pioneered-for-rhinos-that-survived-poaching-attempts/ -
It positioned Novita Biotech as a leader in regenerative healthcare and showcased the Rhino Pride Foundation as a credible conservation authority.
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It helped drive awareness for symbolic rhino adoptions and fundraising for the sanctuary’s infrastructure.
This release illustrates how humanitarian storytelling and science-backed innovation can combine to inspire action. If your organisation is seeking to communicate purpose-driven initiatives — whether in conservation, healthcare, or corporate sustainability — I help craft press releases that secure coverage and galvanize support.