WildAid turned to live-streaming yesterday (30 April) to show millions of people around the world the biggest cremation of ivory in history.
In partnership with ad agency Grey, WildAid used Periscope and WeChat to get into the heart of China, where ivory is prized for ornamental use.
As well as streaming live to WeChat, an ad was run every 15 minutes on the digital billboard on the Bund Building in Shanghai to announce the destruction of ivory. It also directed people to tune in to watch it via the NetEase app and website for the live broadcast.
The campaign aimed to show that ivory has no value unless it’s on a live elephant. Over 105 tonnes of ivory, representing 1000’s of dead elephants and 25 years of slaughter, was burned.
WildAir and Grey still encouraging people to use the hashtag #jointheherd to keep the world up to date on the events as they unfold.
As part of the efforts, Grey will soon release a film about the campaign and the burn ahead of a final push to put pressure on governments to make a resolution to ban all domestic trade.
— WildAid (@WildAid) April 28, 2016