WildAid: #JoinTheHerd - Using marketing to fight the ivory trade, and winning

This case study shows how WildAid, an environmental organisation, created a global movement to end ivory trade by mobilising different wildlife groups worldwide.

Executive Summary

The ivory trade is worth $10 billion/year, ranking alongside drugs, arms and human trafficking as one of the world's most lucrative trades.

By 2015, the slaughter of Elephants for their ivory had taken them near the tipping point into extinction.

Grey London partnered with NGO WildAid to make a definitive difference, fast. Our contribution was to bring the mindset and techniques of modern mass marketing to a group of disparate, small and field-focused conservationists.

A new, global campaign changed the focus - getting the ivory trade banned.

The idea was #JoinTheHerd.

It united disparate NGOs, global influencers and...

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