Amarula Helps Protect Africa’s Elephants with Immersive Online Experience

With fewer than 400 000 African elephants left and one lost every 15 minutes to ivory poaching, experts indicate that this majestic species will be extinct by2030. To protect Africa’s heritage and further entrench their commitment to conservation, Amarula has joined forces with Kenyan-based conservation organisation Wildlife Direct.

Through this campaign, everyone can actively participate in preserving the African elephant by casting a spotlight on the problem with their friends and family. They are guided through an immersive online experience into a virtual 3D digital savannah, where they can choose an elephant, design it with a range of colourful patterns, then name and share it with friends online. The innovative platform was created for Amarula by Liquorice, a DigitasLBi company, and one of Africa’s leading digital agencies.

“The African elephant is an integral part of our African heritage and culture. Just like humans, each elephant is an individual with a unique personality. By getting to know elephants by name, we want people to realise that they are more important than an ivory trinket,” says Dr Paula Kahumbu. CEO of Wildlife Direct.

In addition to funding this global campaign, Amarula will donate $1 USD to Wildlife Direct for every elephant named and shared per unique user.

“Our objective is simple – to make sure that for generations to come, we continue to meet the elephants beneath the Marula trees,” says Dino D’Araujo, Amarula Global General Manager.

Says Miles Murphy, founder and CEO of Liquorice, “We have created a platform where users can be self-expressive and in doing so, also make a direct impact to ensure the preservation of these wonderful creatures.”

For more information, visit www.amarula.com or take a moment to watch the film below: