A documentary film follows filmmaker Steven Lyon on his journey through Africa to discover the issue of rhino poaching and the threat it poses to bringing the species to extinction. Lyon and his small crew trek 1000 kilometers to interview conservationists and witnesses to the poaching crimes and learn about efforts to track poachers, educate communities, and save the rhinos. While the film touches on the horrors of poaching and corruption, it also aims to provide hope by highlighting the heroic work being done by rangers and activists to protect the rhinos.

1.
A man’s journey, through Africa, discovering and uncovering the harsh truths of rhino
poaching and the urgency to address the issue, but hope remains.
ABOUT THE FILM
Something that Matters is a documentary that follows the journey of filmmaker Steven Lyon as
he discovers and uncovers the horrors and hope of the ever­present crisis of poaching and
corruption, which threatens extinction to the entire Rhino species. There is no question that this
threat is imminent.
The film touches on many of the atrocities committed by man to the African wildlife. Sadly, the
first of Africa’s famous “Big Five” that faces extinction is the African Rhino.
The rhino horn is illegally sold and marketed in Asia as a cure for cancer, hangover, or erectile
dysfunction, and increasingly, simply as a party vice. With a value per ounce fetching prices
higher than gold or cocaine, it has become a status symbol for the wealthy and insecure.
Consuming rhino horn, which is composed mainly of keratin, has no more of an effect than
consuming your own hair or nails. Still, to this end, most of the modern world remains oblivious
to these crimes committed against this majestic species. With an unbiased approach, the film
aims to present both sides of the pro­trade and pro­hunting arguments that are so controversial
in today’s Africa.

2. HOW IT ALL BEGAN
THE FILM CREW, HEADED BY DIRECTOR STEVEN LYON, BEGIN THEIR 1000­KILOMETER JOURNEY IN THE AFRICAN
BUSH.
In January 2013, on a Safari in South Africa,
Steven Lyon befriended a charismatic bushman
named Fritz Breytenbach, who changed his life.
From this meeting, Lyon embarked on a 1000 km
trek with Fritz across South Africa for the sole
purpose of raising awareness about the
senseless slaughter of the African Rhino.
To complete the mission Lyon put together a
skeleton film crew and here the makings of a
documentary was born.
Fritz asked
Lyon why
on Earth
he would
leave New York and his job to journey to Africa to walk
1000 km in the bush: Lyon responded that he had done
many incredible things he is proud of but none that really
mattered. This was a chance in his life to do ​Something
that Matters.
It was at that moment in that
conversation that the name of
the film was born, and his life
would never be the same again.
During the trek, Lyon invited key
African individuals, ranging from
celebrated authors, high­profile
reporters, and avid
conservationists to tell their
stories around the fire. It was
through these individuals that
he was introduced to people
who would become the heroic characters in his film.

3.
From celebrated doctor and animal
rights activist Lorinda Hern with her
team, harmlessly darting Rhinos in an
exciting chase with helicopters and
four­wheel drive vehicles. They inject an
indelible dye into the base of the horn,
leaving it purple and poisonous if
ingested; The South African Special
Forces officer and his wife who track
poachers into the bush through the
night; A community pastor who is
speaking out at his own peril against the
poaching syndicates, stressing the
damage that poaching is doing to their
own community; And to the field ranger who travels throughout communities, holding rallies to
educate the villagers that this is not simply a “white man’s problem,” and instead, a shared,
communal concern with instant global repercussions.
Is there hope...?
...This is the question filmmaker Steven
Lyon was asking anyone on his journey in
the making of his feature documentary
“Something that Matters...”
...Yes.

4. ABOUT THE DIRECTOR / PRODUCER
Steven Lyon is the Founder of Lyonheartlove, a registered
501c3 non­profit organization, and is the
Director/Producer of the documentary, Something That
Matters. A passionate lover of wildlife, he has walked over
a thousand kilometers in the African Bush to meet with
and film key players in both sides of the rhinoceros
conservation debate. Mr. Lyon is also a celebrated
photographer, best known for his dramatic, high­contrast
style (http://www.stevenlyon.com), and is also one of the
Founders of Green Dogs Technology, an alternative
energy company.
ABOUT THE ASSOCIATE PRODUCER
Penny Wood is an applied Cognitive Ethologist and
Animal Welfare Scientist who studies the cognitive,
emotional and sensory world of animals in order to
interpret their behavior and understand their
psychological needs. She works with a variety of
terrestrial and marine mammals and specializes in
carnivores. By gaining insight into animals’ minds, Penny
is able to advise animal caregivers and conservationists
how to maximize mental health and well­being for their
species and implement behavioral management
techniques for rehabilitation from trauma or poor welfare.
She is the directrice of Chivalric Ethology, a zoological
consultancy for animal welfare, behavioral husbandry
and anthrozoology.

5. LYONHEARTLOVE, NON­PROFIT ORGANIZATION
Steven Lyon founded a non­profit organization called Lyonheartlove, for the purpose of
educating people on the horrors of poaching, and the joys of wildlife conservation. ​Something
that Matters ​is the first project under the new organization.
SOMETHING THAT MATTERS PARTNERS
Something that Matters ​is very fortunate to have Red Digital Cinema as an official
sponsor for the film.
PRESS COVERAGE AND MEDIA LINKS
Feel free to visit the following links to see recent articles on the film and filmmaker Steven Lyon.
● Something That Matters // Film Trailer.
https://vimeo.com/mrlyon/somethingthatmattersthemovie
● A message from Steven Lyon, Director/Producer of Something That Matters
http://youtu.be/U6iREuR3d1M
● Steven Lyon’s latest interview with France 24 TV (Paris, France), 2015.
http://www.france24.com/en/encore/20150130­culture­steven­lyon­something­that­matte
rs­greenpeace­how­to­change­world­gregg­segal/
● Paper Magazine feature on Steven Lyon (New York, USA), 2015.
http://www.papermag.com/2015/01/how_former_top_male_model_stev.php
● City Magazine feature on Steven Lyon (New York, USA), 2015.
http://spidey6965.fatcow.com/cityist/spotlight4.html
● Downtown Magazine feature (New York, USA), 2014.
http://www.downtownmagazinenyc.com/something­that­matters­film­save­rhino/
● Steven Lyon Interview with LA Talk Radio.
http://www.latalkradio.com/archives/Sam­122314.mp3
● Something that Matters Tumblr page
http://lyonheartloveblog.tumblr.com