In 2016, the Great Elephant Consensus announced its
findings: poaching had reduced Africa’s elephant
population from more than 1 million to just 350,000.
African Wildlife Foundation, the continent’s oldest and
most trusted conservation organization, asked us to
use this devastating news to motivate donors to
support their anti-poaching strategies.
We created an integrated campaign with a powerful
cultivation piece at its foundation. A responsive
landing page illustrated the decline of Africa’s
elephants with a compelling story about a 7-year-old
elephant and her prospects for the future. Video, still
images and animated infographics brought her story
to life. Emails and social media directed visitors to the
page and then to online donation forms. Messaging
about the Elephant Census carried over into three
direct mail letters which and their accompanying
inserts using some of the same photos and info
graphics.