Creative Execution

Hello in Elephant is a world-first human-elephant translator – part utility, part sharing generator, part donation mechanism. Powered by four decades of research into elephant communication, it uses artificial intelligence and voice recognition technology to translate voice, text & emoji into the corresponding elephant emotion or expression. Launched on World Elephant Day, an online film introduced the idea, demonstrated the humanity of elephants through their language, and pushed people to the campaign site. The website gave everyone the opportunity to speak in elephant, donate and adopt an elephant via sheldrickwildlifetrust.org, and learn about the causes of elephant population decline. Over the course of the month further assets - videos, imagery, gifs, sounds - were pushed out across DSWT’s social channels. The campaign was covered in 53 countries and generated a media reach of 230 million

In just one month, with no paid/donated media, the campaign generated global impact, garnering 400 million impressions across 53 countries, worth $6.53 million in earned media. The idea was so powerful that 20 of the world's leading conservation organisations - including the UN, United for Wildlife, and Born Free - got involved, shared the idea and message, and their influence was used to start to change the conversation beyond solely poaching. Donations increased by 34%. Not only did we stop the dramatic slide but the growth represents a 234% uplift above the target. Adoptions increased by 35%. Hello in Elephant created an uplift in new supporters that are a critical to DSWT’s future. They’re not only new advocates for the charity and the cause but also a steady income stream.

An interactive experience was created to let people experience the hidden humanity of elephants to create empathy and reignite urgency to save them from extinction. We had no paid or donated media available to create reach for the idea. DSWT had a following of supporters, but not enough scale to generate the impact needed to reignite the passion to save elephants and bring the real issue to the fore. We therefore looked to hijack the platforms of people and organisations leading the anti-poaching discussion. The idea was seeded with influencers and leading conservation organisations, priming them to share the campaign and create a burst of noise on World Elephant Day that helped shift perception. This meant we not only got exposure for the idea but got a greater chance to educate about the unknown situation.