It carried the line: “President Zuma can save her life.”
A message underneath the image said: “Our lions are being slaughtered to make bogus sex potions for Asia. Will President Zuma save them? Urge him to stop the deadly bone trade now.”
Media group Primedia was contracted to arrange production and placement, with pre-approval of the content by a lawyer as part of the group’s global civil action.
The campaign, called “Stop the lion bone trade campaign”, cost R198,000 and would have run in August 2012, for a month. It was taken down after nine days.