Share to stop the decline

The Challenge: Elephants in Africa are close to extinction because of poaching for their ivory. Like many environmental issues, human ignorance is one of the main causes of the burgeoning ivory trade. At the rate the elephants are being poached, they will be extinct by 2025. Many in Asia still don’t know that an elephant has to die for the ivory they’re buying. To stop the demand, we have to banish ignorance in Asia by correcting assumptions about elephants and ivory. Solution:

We worked with Let Elephants Be Elephants (LEBE) to create a first-hand experience of the crisis. Featuring frontline experiences in Africa from activist Dr. Tammie Matson, celebrity Nadya Hutagalung and other pioneer conservationists, the website told harrowing stories from the frontline of the war against elephants.

To highlight the urgency of the poaching epidemic, the website declined as quickly as the elephant population today, shrinking in size every 10 seconds. The only way to stop the decline was to pledge against ivory, or share a fact about elephants. By doing so, people became part of the battle against the ignorance that is making Asia the source of the ivory demand. To ensure the message hit home, we personalised the call-to-action to every individual user, comparing the elephants’ diminishing numbers against personal milestones.