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Micato Safaris
Creating a Revolution in Philanthropic Travel
Micato Safaris has a long history of “giving back” to the Kenyan community through its non-profit foundation, AmericaShare. However, when the “voluntourism trend” picked up, Micato sought to differentiate the work they were doing, which had a legacy of 25+ years of on-the-ground work with women and children affected by HIV/AIDs, supported 100% via Micato and traveler donations from other philanthropic travel programs.
Strategy
Key Tactics & Effective Engagement
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2BPR used the 25th anniversary of AmericaShare to introduce a new program, inspired by the success of TOMs shoes—for every safari sold, Micato would commit to sending one African child to public school through 12th grade.
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2BPR used press releases, one-on-one media meetings, and press trips to generate awareness of the new program, Micato Safaris’ One for One Commitment.
Results
Coverage of the new program—which is unique as no other tour operator has made such a commitment-- appeared in The Los Angeles Times travel section, The New York Times, Virtuoso Life, Forbes.com, and many other outlets. In addition, 2BPR nominated Micato for Condé Nast Traveler’s World Savers Awards, and won for Education and Doing It All. All told, Micato Safaris' One for One Commitment has won 5 Condé Nast Traveler World Savers Awards and Travel + Leisure's Global Vision Award for Development Youth Education.
