To protect Africa’s heritage and further entrench their commitment to conservation, Amarula has joined with Kenyan-based conservation organisation WildlifeDirect, working closely with its CEO, Dr Paula Kahumbu.
Dr Kahumbu is internationally acknowledged for her conservation work, specifically as one of the protagonists of the successful ‘Hands off our Elephants’ campaign.
She appears in a video shot on location in Kenya’s Amboseli National Park against the backdrop of Mt Kilimanjaro and introduces viewers to elephants by name, showcasing their behaviour in their natural habitat – likening their traits to those of humans.
The short film, shot by Felix Seuffert from Butterfly Films, has been specifically crafted to raise awareness of the plight of the African elephant while building the bond between man and elephant.
The Amarula campaign, entitled 'Name Them, Save Them' personalises the prospect of losing an African elephant by sharing how like people elephants truly are, by inviting people to name the surviving elephants. Through this campaign, viewers can participate in preserving the African elephant by casting a spotlight on the problem with their friends and family.
They will be guided through an online experience into a virtual digital Savannah, where they can choose an elephant, design it with a range of colourful patterns, then name and share it with friends online.
"The world needs to know that the only way to get ivory is to kill an elephant," says Dr Kahumbu. "Once you know them by name, you would never dream of hurting them. The African elephant is an integral part of our African heritage and culture. Just like humans, each elephant is an individual with a unique personality. We share many similarities with elephants. They are intelligent, emotional, and have a strong sense of family – just like us."
She adds, "This campaign is about creating a connection between us and elephants and becoming actively involved in raising awareness and saving our elephants. By getting to know elephants by name, we want people to realise that they are more important than an ivory trinket. They say an elephant never forgets, but now they need us to remember them."
In addition to funding this global campaign, Amarula will donate one USD to WildlifeDirect for every elephant named and shared per unique user. As an authentically African brand, Amarula has been committed to the protection of the African elephant since 2002 and has donated $642 000 to the cause over this period. The partnership with WildlifeDirect is expected to add impetus to Amarula’s conservation efforts.
"Awareness created by this campaign, combined with the expertise of Dr Paula Kahumbu and the WildlifeDirect team, will help us continue to protect the continent’s elephants that are such an important part of Africa’s heritage and Amarula’s story," says Dino D’Araujo, Amarula global general manager.
"Our objective is simple – to make sure that for generations to come, we continue to meet the elephants beneath the Marula trees," concludes D'Araujo.
You can watch the campaign video here.
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