Tacugama National Animal (Chimp) Campaign

Sierra Leone is the only country in the world to feature a great ape – the chimpanzee – as its national animal. To create greater national awareness and pride, Tacugama Chimpanzee Sanctuary partnered with GLOBIO to create a short introduction video. The film debuted at the opening gala, marking the launch of a nationwide awareness campaign.

The campaign video features nationally renowned performance artist and storyteller Usifu Jalloh, portraying a symbolic dialogue between a human and a chimpanzee – represented through a traditional mask. The chimpanzee, a Critically Endangered species, takes center stage in this powerful exchange.

The project was completed in six days, including four days of intensive creative development. It was the fifth concept explored before landing on the final idea. The script was developed in partnership with Usifu in order to ensure his “voice” as a Sierra Leonean resonated with the local audience.

Filming was completed in situ in the rainforest at Tacugama, at Usifu’s urging, to ensure a sense of place. The video was filmed over the course of one night, using a single direct-to-camera approach to reflect the stage performance feel he wanted. Lighting was a combination of available practical lights and one small key light. Post-production color grading ensured alignment of skin and mask tones to reinforce the concept of “oneness” between chimpanzees and humans sharing the landscape of Sierra Leone.