The Brief

Elephants in Africa are close to extinction because of poaching for their ivory, largely for sale in Asia. Like many environmental issues, human ignorance is one of main causes for ivory purchases. Ignorance such as 90% of people polled thought ivory falls off like teeth and therefor the sale of ivory would not harm the elephant. At the rate the elephants are being poached, elephants will be extinct by 2025. LEBE needs to raise awareness of this issue, educate and encourage people to spread the word amongst their friends.

Creative Execution

Unlike most environmental websites which are static and academic, we tasked ourselves to create a website that let's users experience the elephants' plight and also allow users to feel the positive impact when they do their part. This is brought to live by the unique shrinking behaviour of the website and a simple 'share' rewards them with the effect of stopping the decline of the site and ultimately, the decline of the elephants. The website was also design to provide a rich source of bite-size content which is easy for people to share and learn more about elephants.

Describe the creative solution to the brief/objective.

A unique website was created that shrinks in size every 10 seconds to highlight the rapid decline of elephants. To stop the shrinking, users have to simply pledge or share 1 fact about elephants and their plight on Facebook. Content on the website was specially curated in bite-size format that is provocative and easy for anyone to share. The overall designed was driven by authentic real footages, images and information curated by the founders of LEBE.

Results

To date we have garnered more than 6500 pledges. Visitors shared an average of 3 facts each with their social network thus helping to spread the truth about elephants. As more people learn, ignorance will disappear along with the desire for ivory.