Amarula and WildlifeDirect Team Up for World Elephant Day
Kalina N — August 1, 2018 — Social Good
World Elephant Day is coming up on August 12th and Amarula is teaming up with renowned conservation group WildlifeDirect for an initative that is geared toward awareness and charity. The project features the installation of a life-sized elephant ice sculpture in Toronto's hip Distillery District.
The Amarula x WildlifeDirect collaboration is a stance against the international ivory trade. The sculpture's medium has been strategically selected to communicate a haunting symbolic message — the gradually melting ice installation is directly analogous to the alarming rate at which African elephants are being killed.
The World Elephant Day campaign has been given the name 'Don't Let Them Disappear.' In addition, Amarula engages its audience on social media by donating $1 for each of the first 10,000 retweets of @AmarulaElephant's story to global conservation efforts.
The Amarula x WildlifeDirect collaboration is a stance against the international ivory trade. The sculpture's medium has been strategically selected to communicate a haunting symbolic message — the gradually melting ice installation is directly analogous to the alarming rate at which African elephants are being killed.
The World Elephant Day campaign has been given the name 'Don't Let Them Disappear.' In addition, Amarula engages its audience on social media by donating $1 for each of the first 10,000 retweets of @AmarulaElephant's story to global conservation efforts.
Trend Themes
1. Awareness & Charity Initiatives - The collaboration between Amarula and WildlifeDirect for World Elephant Day highlights the potential for businesses and organizations to leverage awareness and charity initiatives for a greater cause.
2. Symbolic Messaging Through Art - The use of a melting ice sculpture to represent the alarming rate at which African elephants are being killed presents an opportunity for artists and activists to communicate powerful messages through art forms.
3. Social Media Engagement for Conservation - Amarula's donation strategy based on retweets demonstrates the potential for businesses to promote conservation efforts through social media engagement.
Industry Implications
1. Conservation Organizations - Conservation organizations can explore partnerships and initiatives with businesses to raise awareness and funds for animal protection.
2. Art and Sculpture - Artists and sculptors can leverage symbolism and impactful installations to raise awareness about pressing environmental issues.
3. Social Media and Marketing - Marketers can develop innovative campaigns that encourage social media users to engage in charitable donations and amplify conservation efforts.
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