Distell-owned cream liqueur brand Amarula has adopted a new approach in its fight to protect African elephants.
According to Amarula, there are less than 400,000 African elephants. One is lost every 15 minutes to ivory poaching and experts indicate that the species will be extinct by 2030.
The brand’s new ‘Name Them Save Them’ campaign encourages consumers to take an active part in the elephants’ survival. The campaign includes a video (which can be viewed below) produced in collaboration with Kenya-based conservation organisation WildlifeDirect as well as an online digital experience to name and design an elephant which can then be ‘shared’ with friends.
In addition to funding the global campaign, Amarula will donate US$1 to WildlifeDirect for every elephant named and shared per user.
https://www.youtube.com/watch?v=QsPe8tvrCZk
The Name Them Save Them video features WildlifeDirect CEO Dr Paula Kahumbu, who introduces elephants by name and likens their traits to those of humans. The short film was shot on location in Kenya’s Amboseli Park, in front of Mt Kilimanjaro, by Felix Seuffert from Butterfly Films.
Amarula Global General Manager Dino D’Araujo said: “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.
“Our objective is simple; to make sure that for generations to come, we continue to meet the elephants beneath the Marula trees.”
Amarula said it had been committed to the protection of the African elephant since 2002 and had so far donated US$642,000 to the cause.
“Through this campaign, viewers can actively participate in preserving the African elephant by casting a spotlight on the problem with their friends and family,” Distell stated.
“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.”
