CHALLENGE
A century ago, there were 10 million African elephants. Today there are less then 400,000. This shocking declinein population has largely been blamedon poaching.
But poaching is being driven out of existence and yet elephant populations continue to slide towards extinction due to habitat loss.
The belief that elephants are being saved has seen a dramatic fall in support and donations. To save the elephant we needed to re-ignite passion for them and reconnect donors to a well-worn cause.
SOLUTION
We created a collaboration between David Sheldrick Wildlife Trust
and renowned scientist Dr Joyce Poole and applied her decades of data into elephant communication to map it to its human language equivalent. It was developed into a world first human-elephant translator – part utility, part experience, part donation generator.
The interactive web experience, powered by Artificial Intelligence and voice recognition technology, gave people a way to translate text, emoji, and their voice, into elephant language. The translation could be shared via social media and messaging so elephant became part of people’s conversations.
IN JUST ONE MONTH, WITH NO PAID/DONATED MEDIA, THE CAMPAIGN GENERATED A GLOBAL CONVERSATION
• OVER 230 MILLION MEDIA IMPRESSIONS • COVERAGE IN 53 COUNTRIES • OVER 9 MILLION CAMPAIGN VIEWS
• SOCIAL REACH OF OVER 170 MILLION • 34% INCREASE IN DONATIONS
RESULTS
