Born Free

Our Charity

born-freeRoar Marketing is proud to be an official corporate partner of the Born Free Foundation and whilst delivering our marketing consultancy services in Tamworth, and tailor-made marketing services for SME businesses, we never miss an opportunity to tell you about the amazing work of this wonderful charity.

We had some bad news in May 2019, as one of the two lions we had sponsored for many years, passed away. Her name was Achee and although she was rescued by Born Free in 2004, so her later years were as happy as they could be, we were still saddened.  Our thoughts went immediately to Sinbad, the other lion we sponsor, as he and Achee shared an enclosure.

We support Born Free through sponsorship and using their merchandise whenever we can in our promotions.

As you can imagine at Roar Marketing we have a special soft spot for lions, but the Born Free Foundation works to free many different species from suffering and they currently have projects worldwide helping big cats, elephants, great apes, bears, dolphins and other marine animals.

Born Free is not a big anonymous organisation, but a family of like-minded people who share the same goals. With the support of Roar Marketing and many other organisations and individuals Born Free is taking action on the frontline to protect wild animals and stop suffering.

The Born Free Foundation was born out of actors Virginia McKenna and Bill Travers’ personal passion for animals following their starring roles in the classic wild life film “Born Free” also staring Elsa the lioness – the initial inspiration for Born Free.

Sinbad Our Adopted Lion

Sinbad, photograph by Vuyo Busakwe

We have been supporting Sinbad for many years. He is a lion who lives at Born Free’s Big Cat Sanctuary at Shamwari Wildlife Reserve in Southern Africa. Here in his ‘bush’ enclosure, that is bigger than a football pitch, he can at last enjoy life where he belongs, in Africa.

Since his rescue in 2007 Sinbad had been alone but in June 2015 lonely Sinbad was introduced to Achee. She had been rescued from a snowy Romania in 2004 and shared an enclosure next door to Sinbad with her friend another lioness that had been rescued from a pit in Liberia. After ten years Achee’s friend died and as she and Sinbad had been friends and often lay close the barrier between their two enclosures they were officially introduced to one another. Sadly Achee has now also passed away and Sinbad is on his own once more.

Sinbad was born in 2001 and should be in his prime, but in his early years he endured being a photographer’s prop, a feature in a restaurant and eventually ended up in a cramped cage in Bacau Zoo in eastern Romania. The authorities wanted a better life for Sinbad, but simply didn’t have the resources.

Sinbad is called “the little lion” because he is just 80cm (32” long) and 125kg (20 stone) in weight, which is half the size of a normal lion and his teeth are broken and worn.

In the zoo Sinbad was kept on a soil floor, which turned into mud and puddles in bad weather, making his stunning long mane sodden and matted with mud. All he had for “enrichment” was an old log and a car tyre.

Born Free was determined to help him, to give him proper food, a new home and loving care for life.

Sinbad was rescued in August 2007 and settled in very quickly to his new home at Shamwari. He would never survive in the wild but now he has got a little piece of Africa for his very own where he can bask in the sunshine or take a snooze in the shade.

For more information about Born Free go to

© Born Free Shamwari
© Born Free Shamwari

Look out for Roar Marketing newsletters for updates on Sinbad and promotions featuring official Born Free Merchandise.

We try to help Born Free in any way we can, for example save our spare change which quickly mounts up and we save used postage stamps, so if you would like to pass us your used stamps we will happily send them along with ours.

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