World Land Trust Campaign Seeks a #RightOfPassage to Save Indian Elephants

The international conservation charity World Land Trust has launched the Elephant Corridor Appeal to safeguard traditional elephant migration routes across southern India.

Brand entertainment agency Media Bounty has created a digital ad campaign to raise awareness of the appeal, which launched on October 5. Two special film vignettes will appear across Facebook, supported by a programmatic campaign.

The timing of this appeal coincides with the charity’s Big Match Fortnight, when all donations towards the Elephant Corridor Appeal between October 5-19 will be doubled by a collective of World Land Trust sponsors who have contributed to the Match Fund in advance.

Activity on social media is supported by the use of #RightOfPassage Twibbons across social media and a Thunderclap. If the Thunderclap attracts sufficient sign–ups, a tweet will be sent out from each of the supporting accounts at the same time on Monday, October 17 as a final push to get #RightOfPassage trending.

Supported by World Land Trust Patron Sir David Attenborough, the charity appeal aims to raise £750,000 to extend and protect the Mudahalli Corridor, a swathe of land where the Eastern and Western Ghats meet in southern India.

John Burton, Founder of the World Land Trust said: “As the Indian population expands and encroaches on ancient wildlife habitats, the need to safeguard both animals and people is paramount. Elephants have disappeared from 95 per cent of the land they once roamed. This appeal allows us to purchase corridors between two existing wildlife reserves to help protect their future and safeguard people too.”

The campaign invites text donations of £5.

Media Bounty supports the work of the World Land Trust, buying one acre of habitat for every campaign it delivers.