Last weekend we celebrated World Elephant Day with our friends at Amarula. The globally consumed cream liqueur company holds a special place in its heart for the African Elephant, whose image inspired their branding. And the team at Amarula is putting its money to work to ensure these animals are around as long as people are sipping on this delicious spirit.
This past Sunday was World Elephant Day, the perfect time to draw attention to the cause of the African Elephant. Every day these creatures are hunted by poachers for their ivory tusks, a valuable black market commodity. As a result, the animals are in danger of disappearing forever, so Amarula came up with an innovative way to draw attention to this potential tragedy: by showcasing a life-sized African Elephant sculpture made entirely out of ice, in the heart of Canada’s biggest city.
The Amarula ice elephant was unveiled at 9am on World Elephant Day (August 12th) in Toronto’s bustling Distillery District, where thousands of people would pass by to marvel at its magnificence. The day was hot, the sun was blazing and the beautiful icy beast immediately started melting away, a symbol of the rapidly declining population of the sculpture’s animal inspiration.
Don’t let them disappear: this was the rallying cry for Amarula’s campaign to raise money and awareness for the cause of the African elephant. By Tuesday afternoon, just two and a half days later, the ice elephant was reduced to a pool of water, as if it was never there in the first place. Amarula is working to stop the African elephant from sharing that very same fate.
And they are on the path to success.
Last Sunday the @amarulaelephant Twitter account received 12,055 (and counting!) retweets with the hashtag #Amarulatrust, surpassing the campaign’s initial goal of 10,000 tweets. Notable campaign supporters included Canadian actress Karen David (Once Upon a Time, Galavant), the World Elephant Day Organization, and Canadian fashionista Lisa Tant. And true to their promise, Amarula Canada will be donating $1 per retweet for the first 10,000 tweets to the Amarula Trust and their conservation work, in partnership with WildlifeDirect, the world-renowned wildlife conservation organization.
Thank you to our dear readers who supported this powerful campaign. We can’t let these beautiful creatures disappear, and we’re now a few steps closer to ensuring that doesn’t happen.