To illustrate the loss at which the world is losing African elephants, a life-sized African elephant sculpted out of ice was placed in the summer heat. The life-like sculpture melted, symbolising the rate at which the African elephants are disappearing at the hands of poachers.

Kirsten Alana, New York photographer and Instagrammer, who recently visited Amboseli National Park in Kenya, adds, "In a city like New York, we are so far removed from the plight of the African elephant. This campaign really drives the message home that we are losing these soulful creatures and soon they could be extinct. We can all make a difference by choosing not to buy ivory."

Amarula #DontLetThemDisappear short film

Dr Paula Kahumbu, an authority on African elephants and CEO of Amarula’s partner, WildlifeDirect, attended the event and played a role in raising awareness of the plight of the African elephants to the public.

Dr Kahumbu says, "The future of the African elephant is at a tipping point. Recent data shows that each day, around 96 African elephants are killed by poachers for their ivory. There are only approximately 350 000 African elephants left in the world and one is lost every 15 minutes. We need help spreading the word about the plight of our elephants."

“This campaign is a critical component of our global conservation efforts. More importantly, Amarula is a global brand, which means we can communicate to the rest of the world that ivory belongs on elephants.” Since 2002, the Amarula Trust has invested over R9-million to save the African Elephant and plans to continue their work in this field," adds Dr Kahumbu.

In an effort to raise awareness in South Africa, Amarula has released a limited edition bottle with a label that is without its elephant. "Removing the elephant from our logo signifies our commitment to the fight against ivory poaching and saving the African elephant from extinction. If we don’t raise awareness to stop the ivory trade, elephants will disappear – just like the one on our label," says Saramien Dekker, Amarula global development manager.

World Elephant Day in New York

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