Show that you stand on the lion´s side and let everyone hear your roar! This is the catch phrase chosen for “Roar!”, the new social contest by Caffè Corsini which just started and that will lasts until the 1st of september. By sharing a video on https://roar.ilovelions.org/ it is possible to win a trip to Kenya, several daily coffee prizes and, above all, to take part in the fundraise campaign to save the lions in Africa. The contest is connected to the “I love lions” campaign which was created to raise awareness on the dramatic decline of lions, in which the roastery has been involved for a whole year (and for which the company has produced the short movie “The Last Call”, directed by Brando Quilici and voiced by Giorgio Panariello, and that can be watched on www.ilovelions.org). The number of lions that populates savanas in Africa declined by 80%, changing from 200 thousand to 30 thousand in just 40 years due to legal and illegal hunting and the anthropization of the territories, confining the animals from the entire continent to only specific areas (data recently released by IUNC, International Union for the Conservation of Nature). To participate in the Roar! Contest, created by Aria adv, it´s easy: just log on the dedicated site, choose a virtual manes among the many models available, select a roar (baby lion, lion, lioness, strong roar, and so on) and imitate the roar with personal and funny expressions. It will be possible to share the video over the social networks: by inviting your friends to do the same, you will gain points, therefore increasing your chances to win the “instant win”daily prizes which consist in pure arabica milled coffee by Caffè Corsini. Among all the contestants who registered and who uploaded at least one video, one will be randomly picked and will win a trip for two to Kenya, which consists in flight tickets (both outbound and return), an All Inclusive seven nights stay, transfers, taxes and medical insurances (departure on the 12/10/2017, return on the 20/10/2017). During the trip it will be possible to meet some representatives from WildlifeDirect, a non-governmental organization committed to the protection of the wildlife patrimony, which is the destinatary of the fundraise campaign. (http://wildlifedirect.org/).