The Explore Love Protect Campaign

Tanzania is a country with extraordinary biodiversity, abundant ecosystems, and a rich cultural heritage. Yet many Tanzanians have never had the opportunity to explore and know their country. The Explore-Love-Protect© Campaign aims to make this experience accessible to all Tanzanians and allow them to be proud and thrilled to discover their ownership in their incredible homeland. By bringing familiarity with the country’s natural and cultural heritage, the campaign embodies the philosophy that we protect what we love, we love only what we know and know only what we are taught. By educating and raising awareness, the campaign instills a widespread ethic of protection and conservation. With this change in mindset we can finally turn the tide of institutionalized apathy that prevents widespread efforts to combat problems like the illegal poaching of wildlife; one of Tanzania’s most precious resources. To achieve these goals, we are implementing the Explore-Love-Protect© Campaign in partnership with WMA, TAWA, TANAPA, and TTB under the Ministry of Natural Resources and Tourism, and with the support of USAID PROTECT, UNDP, GIZ and other like-minded stakeholders, to build interest in the ecosystems within and around national parks and bolster domestic tourism in Tanzania. The campaign takes multimedia approach, using mini-documentaries, social media, radio, and billboards to provide an economically feasible, popularly accessible, and highly entertaining means of discovering Tanzania’s ecosystems within and beyond national parks and their value to the country’s environmental and economic stability. In all forms of media, the campaign has recognizable themes based on the same core content and locations. The whole campaign is designed on two axes: one being to retain the key message about national treasures to Tanzanians and East Africans, and the other being the use of diverse formats, contents, strategies, and platforms to effectively disseminate these messages. Social media content retains the high caliber brand image over the other media, with consistently sophisticated and high-quality information across all platforms. Content is matched to suit the users of each platform.


The Explore-Love-Protect© Campaign pursues the conservation for Tanzania’s parks (national parks, wildlife management areas, and game reserves), broadening awareness through entertaining content and the promoting of sustainable tourism. Through an engaging multimedia format, the campaign provides a solution to the challenges of motivating Tanzanians who are able to pursue domestic tourism by enticing them to visit their parks. Those who are unable to visit will also have an opportunity to connect with these rare national treasures and understand the need for preservation through the television and radio broadcasts. Through the Explore-Love-Protect© Campaign, we are helping to move Tanzania closer to the aspiration set forth in The Arusha Manifesto, doing “everything in our power to make sure that our children's grandchildren will be able to enjoy this rich and precious inheritance.” Nuru Agency is working together with WMA, TAWA, TANAPA, and TTB, under the Ministry of Natural Resources and Tourism, and with the support of USAID PROTECT, UNDP, GIZ, and a number of local agencies to accomplish the Explore-Love-Protect© campaign.


Currently, the campaign will be pursuing the following filming and multimedia producing locations and basic themes: I. TAWA Game Reserves (GR) Biharamulo, Burigi, Kimisi, Ikorongo, Kigosi, Kijershi, Liparamba, Lukwati, Piti, Lukwika, Lumesule, Msanjesi, Lwafi, Maswa, Mkungunero, Moyowosi, Rungwa, Kizigo, Muhesi, Uwanda, Rukwa, Selous, Swagaswaga, Ugalla River II. Wildlife Management Areas (WMAs) Burunge, Ikona, Ipole, Magingo, Makame, Makao, Mbarang’andu, Mbomipa, Nalika, Ngaramabe-Tapika, Ukutu, Uyumbu, Wami-Mbiki III. TANAPA National Parks (NP) Saadani, Mkomazi, Mahale, Rubondo Island, Kilimanjaro, Serengeti, Tarangire, Lake Manyara, Ruaha, Mikumi, Udzungwa, Kitulo, Katavi IV. Other Areas Ngorongoro C.A, Mafia Marine Park, Bongoyo Island, Mbudya Island, Sinda Marine Reserve, Kilwa, Kondoa, Tanga Marine Park, Zanzibar Stone Town, Fanjove Island