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Today WWF-UK has launched a new campaign with a twist to protect our imaginations while helping to save the real-life unicorn.

WWF-UK has recently discovered that the unicorn is currently facing extinction due to:

     ?? Poaching of their horns, which are made of alicorn, thought to heal all sickness.
     ?? Loss of habitat due to children's imaginations becoming too cluttered with material concerns.
     ?? Small isolated populations of unicorns mistaking themselves for narwhals and drowning in the sea.

But there's still hope for the mystical creature, by adopting a unicorn today you will be:
     ?? Supporting vital conservation work by encouraging unicorn presence in fantasy novels.
     ?? Restoring the vivid imaginations of children by demonstrating how cool unicorns are.
     ?? Implementing effective measures to stop horn theft, like rainbow-powered fences.
     ?? Reducing demand for unicorn horns by showing we all have the capacity to imagine them ourselves.
     ?? Improving quality of unicorn-based literature.

It may come as a shock but actually unicorns don't exist. However there is a similar animal which faces very real, serious threats.

It has often been thought that myths about unicorns were based on sightings of rhinos, which are now threatened with being consigned to nothing but our imaginations.

Sadly about 96% of black rhinos were lost to large-scale poaching between 1970 and 1992, and there are now just 4,800 individuals in the wild today. Poaching for their horns is still the greatest threat to African rhinos today. In South Africa, rhino poaching has risen to worrying new levels since 2007, after falling to much lower numbers during the previous 20 years.

You can help protect the black rhino by adopting a rhino today.

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Editor's notes

Find out more about the campaign here:

About WWF
WWF is one of the world's largest independent conservation organisations, with more than five million supporters and a global network active in more than one hundred countries. Through our engagement with the public, businesses and government, we focus on safeguarding the natural world, creating solutions to the most serious environmental issues facing our planet, so that people and nature thrive. Find out more about our work, past and present at

For more information, please contact:

Emma Roberts | PR & Personalities Executive | WWF-UK
M: +44 (0)7771 818 682 | E:

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