The elephant is on the verge of extinction. Only 425,000 remain. The only way to save the elephant is to stop the ivory trade.
We created a human herd of activists to make 2016 the year we stopped the trade.
We armed this global pressure group with a powerful platform, #JoinTheHerd.
Leveraging our Twitter network of celebrity influencers for promotion, we brought the visceral experience to the people through livestreaming on Periscope so that people could witness it in a live social experience, and put a message up on The Bund Building in Shanghai, directing those in China to watch the burn live on NetEase.