BORN Free actor and animal conservationist Bill Travers has died at

the age of 72, his charity The Born Free Foundation said yesteday.

Travers -- who died in his sleep on Tuesday -- shot to fame when he

co-starred with his actress wife, Virginia McKenna, and a pride of lions

in the 1964 film Born Free, based on the life of George Adamson and his

wife Joy in Kenya.

Later the actor and his wife devoted themselves to animal welfare with

their foundation in Coldharbour, Surrey, where their son, William, 35,

is chief executive.

The Born Free Foundation includes a group of animal organisations

ranging from Zoo Check and Elefriends to dolphin charity Into The Blue.

The couple also have four other children: Anna, Louise, Justin, and

Daniel.

Travers, who died at his home in Coldharbour, and McKenna were the

clean-cut golden couple of the 50s. He had early success in films such

as Geordie and she was once Britain's highest earning star.

Their appearance together in Born Free, about a lioness called Elsa,

led to a dramatic career switch to concentrate on animals and the

natural world.

Africa got into Travers's blood and working with animals made him

re-evaluate his lifestyle.

He decided people were being irresponsible by focusing on themselves

-- ''this enormous conceit we have that the world was made for us'' --

and urged that a balance be found between humans, animals, and plants.

He co-operated with the BBC on nature series including The World About

Us and set up a film company Swan Productions, whose works included An

Elephant Called Slowly, about a young elephant, filmed in Tanzania.

He also wrote, produced, and directed The Lion At World's End after

finding a live lion kept by two Australians in an antique shop at

World's End in Chelsea, west London.

Travers, who was born in Northumberland, once admitted: ''It is

sometimes a bit frustrating when people say 'Why do you waste your time

doing these fiddly animal things? Why don't you go back to do something

at the National?'

''It's not that I'm more interested in animals than humans, I'm just

interested in life.''

Travers and Virginia McKenna were married 37 years. Both had been

married previously.

Through Born Free they became close friends with conservationist

Adamson, known as ''father of the lions'', who was murdered by poachers

in Kenya in August 1989.

Later Travers wrote a moving testimony to the man he portrayed so

memorably -- saying their meeting on the film set sparked off a 25-year

friendship.

A statement from his foundation noted that on the day he died, Travers

and his wife went to Liverpool to appear on Granada Television's This

Morning.

''On air he made a passionate plea for people not to ignore animal

suffering and to support the conservation of life on earth,'' it said.

It added that his work filming animals in zoos around the world had

made people question the morality of captivity and ''the unnatural

confinement of animals for human entertainment''.

The statement added: ''His widow and family thank everyone for their

support at this time. They are being comforted by friends.''