RAGE (Rhino Action Group Effort) was set up by LeadSA (a Primedia Broadcasting and Independent Newspapers initiative) to assist in the fight against the illegal rhino poaching scourge. Specifically, RAGE was designed to be a safe conduit for public contributions to this cause, whether they be financial, material or in the form of skills and information. There is evidence that there is a huge groundswell of public support for campaigns to protect the rhino, but that many people are deterred from contributing either because they are unable to decide which of the many rhino-related organisations they should support, or because they are afraid that their donations may be diverted into the wrong hands. RAGE was therefore conceived as a safe haven for public contributions, so that people can with confidence turn their anger into effective action.

When contributions are received, whether monetary or in kind (or expertise), RAGE's committee of volunteer experts (ecologists, game reserve owners, members of government, media professionals, economists etc.) collectively decides where they can best be utilised, and RAGE ensures that the process of transferring the funds is carried out correctly and that they are properly accounted for to LeadSA, to the Minister of Water and Environmental Affairs, and to all other interested stakeholders.

RAGE mounts campaigns to build public awareness of issues associated with rhino poaching, and lobbies appropriate authorities for support.

RAGE has the full support of the South African Police, and of South African National Parks.