It was a moment that caused worldwide public outcry, bringing the brutal sport of trophy hunting to the fore. Both trophy and canned hunting involve killing animals for pleasure, in order to display part or all of their bodies as trophies. Trophy hunters value rarity, and the rarer the animal, the more they are willing to pay. “We campaign tirelessly to end the practice, working with airlines, travel and shipping companies to ban the transportation of trophies, whilst putting pressure on the UK and other governments to introduce a ban on the import of hunting trophies. The world continues to hear Cecil’s roar and Born Free is determined, with your help, to end trophy and canned hunting for good,” Howard Jones concluded.