Sometimes one encounter is enough to change the course of a life. 

 

For Jo Shaw, it happened in Africa, long before conservation became her profession. During a volunteering trip taken before her undergraduate degree, she came across a black rhino on foot for the first time. The experience stayed with her, and it changed her direction. 

She studied in London, volunteered for Save the Rhino in the late 1990s, then moved to South Africa, where she completed a master's and a PhD and spent two decades working in rhino conservation. Three years ago she returned to London as CEO of Save the Rhino International, bringing her career full circle. 

Her focus today is simple to describe and anything but simple to achieve: helping rhinos not just survive, but thrive for generations to come. 

 

Conservation is a long game 

 

There are no shortcuts. Much of Jo's motivation comes from the people on the ground, the rangers, scientists and local communities whose commitment keeps the work moving forward day after day. 

 

"For me, it's about knowing the people on the ground who we're supporting to do this work, and how dedicated they are." 

 

The rewards can be powerful. New rhinos born, populations growing, years of work visibly making a difference. But progress is measured in decades. 

 

"There are no quick wins. You've got to accept that this isn't something that's going to be fixed today, or this week, or this year." 

 

More than poaching 

 

Poaching is usually the first threat that comes to mind. Protecting rhinos means looking far beyond the horn: habitat loss, limited space, disease, and the everyday cost of keeping protected areas running. Sometimes conservation depends on things that seem remarkably ordinary. Uniforms, socks and boots for rangers. Fuel for vehicles. Tyres to keep patrols moving. 

 

"In many places, just the simple basics are needed in order to keep protected areas running." 

 

Those protected areas matter far beyond rhinos. They shelter thousands of other species and support the communities living around them. Save the Rhino works with partners across Africa and Asia, backing rangers, scientists, communities and conservancies, with one ambition at its core: to see all five rhino species thriving. 

 

No one does it alone 

 

Save the Rhino began with an act of initiative. More than 30 years ago, its founders rode motorbikes from London to Cape Town. Along the way they learned what rhinos were facing and decided to build an organisation dedicated to protecting them. 

That collaborative spirit still defines the organisation. 

 

"There's no one organisation that can do everything." 

 

Conservation brings together different skills, resources and perspectives, and progress depends on people working towards something bigger than any one organisation. It is also what makes the partnership between INDASA and Save the Rhino meaningful. Both share a long-term perspective, a willingness to innovate and a real desire to make a difference. And both share something less tangible: passion. 

Discovering that INDASA calls itself the "rhino family", and seeing how genuinely its people care, made a lasting impression. 

 

"It's really inspiring to us to know there are other people out there to whom this mission really matters." 

 

From everyday products to action on the ground 

 

A conservation partnership does not always begin in the wild. Sometimes it begins with a product box. 

Until September 2027, three cents from every box of selected Rhinogrip and Rhinostick White Line 150 mm and 125 mm discs goes directly to Save the Rhino International. 

For Jo, the value goes beyond the money. Reliable funding gives conservation organisations the ability to plan. 

 

"Knowing that there's that consistent income coming in and that it's a reliable commitment through the year that we know we can allocate where it's needed is really important to us." 

 

The partnership also brings reach. Through INDASA's products, customers and international network, the conservation message travels far beyond the audiences Save the Rhino normally reaches. 

 

"You have a reach that we don't have. Your networks span the globe." 

 

Planning ahead matters because conservation needs never stand still. What is most urgent in one place can be very different somewhere else. The support generated through the partnership can go towards creating new rhino populations in Kenya, wildlife patrols in Indonesia or tracking-dog programmes in South Africa. Being able to anticipate funding helps answer a crucial question: where can support make the greatest difference right now? 

 

"It helps us know in advance who needs the most support at this particular time." 

 

One symbol 

 

For both organisations, the rhino is more than a logo. It is powerful, ancient and resilient, an animal that has walked the Earth for millions of years. Perhaps that is why it creates such an immediate sense of awe. 

At INDASA, that connection has become part of the company's identity. Its factory is home to thousands of rhino figures collected by colleagues and visitors from around the world. Different countries, different backgrounds, one symbol. 

 

"I think the passion that INDASA has for rhinos and all the people who work for INDASA have for rhinos is really inspiring to see." 

 

Recovery is possible 

 

Conservation demands patience and the willingness to keep going when results are not yet visible. But Jo's message is ultimately one of hope. 

 

"Recovery is possible. We've seen successes in rhino conservation, and it just takes every day the little things that people need to keep the work happening on the ground." 

 

That may be the real power of partnership. Meaningful change rarely comes from one dramatic gesture. It comes from showing up, consistently, and doing the work together. 

One contribution. One patrol. One protected area. One rhino at a time.