Following the success of last year’s global campaign, a herd of thousands of digital elephants is preparing to march across billboards around the world to continue the fight against poaching.
Starting on Thursday in Manchester, marching on to Birmingham the next day, then London, Paris, Amsterdam and Melbourne, the virtual herd — part of global movement March for Giants — will be seen on digital billboards in iconic locations, including Westfield Stratford City, to highlight the crisis facing elephants.
One third of Africa’s elephants have been wiped out, with an average of 55 killed each day. Every sponsor donating £5 will see a digital elephant join the herd, sporting their customised design. The funds raised go to Space for Giants.
Following 2017’s inaugural March for Giants, this year’s campaign promises to be even bigger. Once the herd has marched across global billboards and social media, it will head to Africa, arriving at a conservation event called the Giants Club Summit in Kasane, Botswana on March 16.
Held in the presence of Botswana’s President Khama, the Giants Club Summit brings together African leaders, conservationists and global influencers to determine the next steps for ensuring elephants and their habitats are protected, forever.
Now that China has closed its ivory market, the EU is the largest legal ivory exporter. The #MarchforGiants herd will add to the momentum of the movement as African leaders lend their names to an Avaaz petition — already with over one million signatures — that demands the European Union end its ivory trade.
Max Graham, CEO of Space for Giants, said: “There have been a number of huge gains in the fight to protect elephants, but there’s a danger we could become complacent. Poaching is not over. Elephant habitats are not secure. The job is not finished. Joining the global movement that is the March for Giants is a way to loudly add your voice to thousands of others demanding we all keep the pressure up to secure a future for elephants and the landscapes they depend on.”
Joanna Lumley has lent her support to the campaign, saying: “March for Giants presents a one-of-a-kind opportunity for people everywhere to make their voice heard. It is a truly transformative moment for the conservation of Africa’s elephants.”
Supporters can join the herd by donating £5 by either texting “GIANT” to 70025, or online via www.marchforgiants.org. Each sponsor customises their elephant’s design before it joins the ever-growing herd.
#MarchForGiants is made possible through the generous support of many organisations, including The Alliance, a network of like-minded global digital out-of-home media owners who offer full-motion imagery and integrated technology in their screens, allowing campaigns such as March for Giants to have global reach.
The original campaign concept came from London-based creative agency 18 Feet & rising through Ocean’s Digital Creative Competition, which is now in its 9th year. The technology to create the experience was made by digital studio Popped. Freefolk provided 3D expertise, and DOOH.com provided real-time distribution across the big screens.
2017’s March for Giants won The Drum Creative Out of Home’s Most Cost-Effective campaign, as well as being highly commended in the Digital Campaign and Use of Live Updates categories.