When it was revealed by the 2016 Great Elephant Census that elephants were in huge crisis, despite dropping out of the headlines, we were shocked and saddened. Poachers killed close to 150,000 elephants across Africa in the seven years leading up to 2014, reducing the overall population by a third. Herds were breaking up into small unsustainable numbers with reduced habitat; the march of our once global giants, were under threat.
Research showed a lack of awareness and donations, due to both apathy and direct results against those donations. Upon partnering with charity ‘Space for Giants’ we recognised that a bold global, annual, strategy was needed to increase awareness and simultaneously ‘socially celebrate’ those who donate. We had one problem - we had a budget under £5,000.