Digital Campaign of the Week: Elephant Family

The charity behind the recent Elephant Parade aims to get 100,000 signatures calling on governments to protect Asian elephants

Elephant Family video
Elephant Family video

What is it?

A social media campaign by Elephant Family to get 100,000 signatures for a petition to save the Asian elephant.

Hasn’t Elephant Family been in the news lately?

Yes, it organised the Elephant Parade outdoor art exhibition in London: 260 sculptures of elephants were seen by 25 million people and £4m was raised at auction and through donations. This campaign has been set up to build on the success of that.


By using this video as a call to action. It urges viewers to visit the charity’s website and sign the petition, which calls on governments worldwide to do more to protect Asian elephants.

Is the video effective?

Lasting two minutes, 45 seconds, it uses an upbeat soundtrack and graphics to create a fun and engaging video about elephants, but the tone changes briefly halfway through to show real footage of dead elephants. The contrast is striking.

Who created the video?

The charity commissioned marketing agency The Good Agency.

Is the message getting across?

The campaign began on Tuesday and by this morning had generated more than 13,000 signatures. The video urges supporters to upload the film to Twitter and Facebook.

Third Sector verdict

A fast-paced, well-executed video that focuses on hope while not shying away from the stark problems caused by the loss of the Asian elephant’s habitat.


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