Rags Jacobsson

Ragnhild Jacobsson (Rags) is the CEO and Co-founder of The Perfect World Foundation, the CEO for Volunteer Travels, the CSR Manager at United Sun Systems, and a proud Ambassador for Elephant Family in London.

Ragnhild was born in Tromsø, a small island in northern Norway and major cultural hub above the Arctic Circle.

Growing up close to the majestic whales, orcas and the Northern Lights made her an environmentalist at an early age. Traveling gave her an opportunity to genuinely appreciate the importance of the diversity of ecosystems across the globe. In fact, the nickname “Rags” was given to her by friends in Botswana who couldn’t pronounce the old Viking name Ragnhild. Rags has achieved many accomplishments in her professional career which began in the 1980s in the music industry.

She then went on to work as Head of Marketing and designer for Munsingwear in Scandinavia after completing her studies at Berghs School of Communications. Rags also formed the company Dog & Dino, a company working with canine accessories distributed through one of Europe’s largest retailers. At this stage she met her husband, Lars Jacobsson, and they started travelling the world together as a team, sharing their passion for conserving the environment. After witnessing firsthand the changes we humans have done to our natural world and the animals dependent upon it, she and her husband decided to become actively involved in creating awareness of the crisis; together they privately funded several conservation projects.

Based on their success with these projects, they decided to create a platform, The Perfect World Foundation, where they could expand their influence and continue to spread awareness about the ongoing situation. Today The Perfect World Foundation has a huge network with conservationists, celebrities and politicians, all working together for the same cause. Every year they award The Conservationist of the Year with TPWF’s prize, The Fragile Rhino. The Fragile Rhino has been awarded to great conservationists such as Mark Shand, Jane Goodall, Richard Leakey and Dr. Sylvia Earle.