Commitment to Action

A New Luxury: Catalyzing Influencers to Curb Ivory Demand

Commitment by

Save The Elephants

In 2016, Save the Elephants, in partnership with the Wildlife Conservation Network, International Fund for Animal Welfare, World Wildlife Fund, the U.S. Wildlife Trafficking Alliance, and leading industry influencers including Tiffany & Co., Doutzen Kroes, DNA Model Management, Edelman, Ralph Lauren Corporation, and Blood Creative Limited, committed to the creation of a multi-stakeholder campaign leveraging their global taste-making status to curb the demand for elephant ivory in key buying markets. Fashion influencers, those brands, creative organizations, and individuals who form and steward the goods and preferences that are so central to consumers’ identities, will communicate out their commitments to ivory-free products and lifestyles via a range of media platforms. Influencers will simultaneously drive $1 million in donations to the Elephant Crisis Fund, which supports anti-poaching efforts facing immediate need, via the unified #knotonmyplanet campaign. This messaging overtly links the consumption of ivory with the killing of elephants, and along with tailored influencer-created assets, will target populations in the United States and high-ivory demand East Asian countries at strategic intervals. Over the course of the Commitment, the campaign seeks to reach 1.5 billion media impressions globally, with an emphasis on messaging reach and engagement in the five top ivory consuming markets.

Share

Tabs

Overview
Summary

Commitment

A New Luxury: Catalyzing Influencers to Curb Ivory Demand

Launched

2016

Est. Duration

1 year

Estimated Total Value

$1,500,000

Region

Asia, Northern America

Countries

CHINA, PHILIPPINES, THAILAND, United States, Vietnam

Commitment by

Save The Elephants

Partner(s) of the Commitment Maker(s)

International Fund for Animal Welfare, Ralph Lauren Corporation, Tiffany & Co., Edelman, Blood Creative Limited, Wildlife Conservation Network, World Wildlife Fund, U.S. Wildlife Trafficking Alliance, DNA model management, Doutzen Kroes