We saw a way to do the math that multiplied the madness.
  • Challenge: Elephants. 50 million years old. Species current life expectancy, because of ivory poaching, only...12...more...years.
  • Strategy: Drive such an emotionally charged global awareness of this senseless slaughter that the whole world mounts a march to precipitate actions around the world that will save the elephants.
  • Big Idea: One elephant is killed every 15 minutes. At this rate none will be roaming wild.
  • Result: The global march expanded from 15 cities to 40, with more than 10,000 participants worldwide. Our PSA reached more than 1.7 million viewers, driving a 20% increase in the online petition signatures.