Background

The Sheldrick Wildlife Trust operates the world’s most successful orphan elephant rescue and rehabilitation program and is one of the pioneering conservation organisations for wildlife and habitat protection in East Africa. They needed to find a way to make elephant’s stand out among the myriad of charitable causes, to gain emotional and financial support from the public.

Tension

How do you change a decade-long global conversation that’s no longer relevant?

Approach

You change the conversation by literally changing the language.