whiteGREY SYDNEY / SHELDRICK WILDLIFE TRUST / 2019
For decades, conservationists have rallied people against poachers in order to save elephants from
extinction. The war waged on the ivory trade has been both public and successful. Despite this
growing success, elephant populations continue to be decimated. The ugly truth is that the well-publicised decline of the ivory trade has left the public with the impression they do not need to donate to the cause. People believe that the elephant poaching problem was being solved.
To reignite passion for this fading cause, we inspired people to feel for elephants in a completely
novel way. We gave every single person the ability to speak elephant.
Hello in Elephant is a world-first human-elephant translator – part utility, part sharing generator, part
donation mechanism. Powered by artificial intelligence and voice recognition technology, it gave
people a way to translate text, emoji, and their voice, into the corresponding elephant emotion or
The idea launched on World Elephant Day where other conservation organisations were hijacked to
change the conversation from poaching to the growing problem of human-wildlife conflict. With no
paid media budget, the campaign went global garnering 400m impressions and USD$6.53m in
earned media. Importantly it created renewed energy to save elephants - donations rose 34% and it
delivered an immediate profit ROMI of 4.3:1 and a long-term projected profit ROMI of 19.1:1.