Grey and WildAid are set to live stream the biggest ever cremation of ivory in history in an attempt to shrink its most lucrative market, China.
On Saturday (30 April), the campaign will see towers of seized ivory cremated via both Periscope and Chinese app WeChat. Furthermore, It will be displayed every 15 minutes on a digital billboard on the side of the Bund Building (pictured).
Looking to collapse demand for ivory in China, by far its largest market, the campaign will be pushed through social channels using @wildaid and #JoinTheHerd
The campaign launched on Chinese New Year with Grey claiming that it has since then generated 400m media impressions.
Backers of the drive include Leonardo DiCaprio, Ellen DeGeneres, Bear Grylls, Arianna Huffington, Lupita Nyong’o, Sir Richard Branson, Lang Lang, Jackie Chan, Yoko Ono and Ricky Gervais.
It hopes that the power of celebrity can help influence and inform the public. Watch the trailer.
— WildAid (@WildAid) April 28, 2016
A total of 105 tonnes of ivory will be incinerated.