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Safeguarding a Future for Africa’s Elephants: Ancient Greek
The S.A.F.E. campaign is dedicated to galvanizing and uniting the tourism industry and travelers to help end the dramatic rise in poaching of Africa’s elephants.

Advertising Agency: EraserFarm, Tampa, USA
Creative Director / Copywriter: James Rosene
Art Director: Doug Pedersen
Wildlife Photographers: Urszula Kozak, Frederico Veronesi, Chris McLennan
Published: May 2014

Africa’s elephants are in crisis

With over 35,000 elephants killed annually for their ivory, the elephant population in Africa has been depleted by 90% in the last 50 years alone. Not since the 1980s, when between 600,000 and 800,000 elephants were killed, has such epic levels of poaching been seen. With fewer elephants remaining in Africa and an unrelenting demand for ivory, time is running out for these majestic and gentle giants.

What is driving the crisis?

While habitat loss is a serious threat, the rising demand for illegal ivory in Asia is the primary factor.

With a burgeoning affluent middle class in Asia, and primarily China, more people can afford to buy ivory, referred to as “white gold” based on its value. A single tusk can fetch up to $6,000 – more than 6 times the average annual income in Africa – to be transformed into ornaments, trinkets and bracelets.

The demand for ivory far outweighs the supply of elephants remaining.

Sadly, today an elephant is worth more dead than alive.