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Whiskas Launch Partnership With The WWF [20/08/2013]

Since the start of the 20th Century, tiger numbers have declined by over 95% with as few as 3,200 remaining in the wild. However new research released today by Whiskas, revealed that Brits mistakenly believe there to be six times that number at 17,000. This highlights just how low awareness is about the plight of the tiger.

Action or inaction:

The number of tigers is at a tipping point and without urgent support; todays children could grow up in a world where wild tigers barely exist. When children were asked how they would feel if tigers became extinct tomorrow, 41% stated theyd be angry that people didn't do enough to save them.

A further 1 in 5 children stated they would give up their pocket money to help protect tigers from extinction and almost half (42%) of children think that looking after big cats is just as important as looking after the cats we have at home. However its not just children who believe more needs to be done to save tigers from extinction, as almost two thirds (63%) of adults also echo the statement.

The research, which surveyed 1,000 adults and 500 children across the UK, marks the launch of a ground-breaking partnership between Whiskas, the little cat experts and WWF, a leader in big cat conservation. The aim of the partnership is to raise vital funds for WWFs Tigers Alive conservation programme - which aims to double the number of tigers in the wild by 2022 - through sales of special packs of Whiskas.

Across this summer, the funds raised by Whiskas will have a particular focus on supporting the daily work of WWF in the Terai Arc region of Nepal, one of the few remaining strongholds, which is currently home to around 120 adult tigers. Funding will:

  • Monitor the tigers living in the areas around the protected areas of the Terai Arc region of Nepal, their prey and their habitat purchasing new equipment such as camera traps and GPS
  • Engage with Government and Police to ensure coordinated efforts to tackle poaching and illegal trade, including strengthening the legislation on illegal trade and supporting local law enforcement agencies with training and equipment, such as bicycles
  • Look after three habitat corridors linking designated protected areas to allow tigers to roam freely to hunt and breed and to focus on habitat management in Banke National Park, restoring grassland, planting tree seedlings and creating 2 new waterholes
  • Help rangers in their daily work in the field by equipping isolated ranger huts with new equipment 18 huts will be equipped with solar power to give light and enable charging of equipment, 12 huts will receive MIST patrol technology and associated training to record sightings of tigers and their prey, as well as signs of poaching and other relevant incidents on their patrols

Liz Bonnin, tiger expert and presenter who has teamed up with Whiskas and WWF said: "Im fascinated by tigers and studied them in Nepal as part of my MA studies, so this campaign is very close to my heart. With as few as 3,200 tigers left in the wild, this research shows just how important it is to raise awareness of the plight of the tiger."

Helen Heasman, Cat Portfolio Manager, Whiskas said: "At Whiskas were passionate about caring for all cats, both big and small, and understand that tigers in the wild are in urgent need of our care and attention. This is why were so privileged to be partnering with WWF and together this summer, we will raise 500,000 for WWFs Tigers Alive initiative - which will support ongoing tiger conservation efforts."

David Nussbaum Chief Executive, WWF-UK, said: "Wild tigers are at a tipping point and action, or inaction, in the coming decade will decide their fate. This is why initiatives such as our partnership with Whiskas are so important, providing another way for people to get involved and support WWFs ambitious goal to double tiger numbers in the wild by 2022."

From July September 2013 for every special pack of Whiskas purchased, a contribution will be made to help protect tigers in the wild. To find out more about the work being done in Nepal visit to see a short documentary made by Whiskas and WWFs on-the-ground team in their search for a tiger.

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