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Top 5 Campaign September 2026
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Top 5 Campaign
All Sectors · September 2026

Rick Wakeman’s Bear Concert

PR Campaign
Thursday 24th September, 2026

Animals Asia invited musician Rick Wakeman to perform two original piano pieces for rescued bears at its Vietnam sanctuary. The unusual audience and personal connection to rescued bears Dawn and Moon created a warm, highly shareable way to spotlight bear-bile farming and the charity’s work.

Why it worked: A celebrity composing site-specific music for rehabilitated animals created a visual, counterintuitive moment that reframed a grim issue with hope and novelty.

The lesson: Consider staging a credible expert’s live, bespoke demo for an unlikely beneficiary, then tie it to a clear, solvable problem and vivid visuals.

Animals Asia Rick Wakeman
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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