In September 2013, Wildlife Conservation Society (WCS) launched the 96 Elephants campaign to raise awareness and support the Clinton Global Initiative (CGI) “Partnership to Save Africa’s Elephants” to stop the killing, trafficking, and demand of these animals.
Now, the WCS is enlisting singer Billy Joel under its newest outreach effort, titled “Take A Stand for Elephants” that runs on national and local TV, national and local audio, print, display, social, mobile and out-of-home. The ads feature images of computer-animated elephants coming to life from shards of ivory, while Joel’s voiceover says: “We can’t turn back time, but we can reverse this trend. Don’t be the generation that allowed elephants to go extinct.”
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The creative is designed to reach millennials, political activists and potential donors and serves as the second phase for the 96 Elephants awareness effort that first launched in August 2014.