The "Hello in Elephant" campaign by David Sheldrick Wildlife Trust leverages a unique brand proposition centered on the emerging scientific understanding of elephant communication as a critical tool to protect and preserve African elephants. By highlighting that the elephant language itself is endangered, the campaign frames this newly decoded form of communication as both a valuable and urgent resource, thereby positioning the Trust not only as a rescuer of orphaned elephants but also as a pioneering organization advancing knowledge crucial to species survival. This promise extends beyond traditional wildlife conservation narratives by offering a tangible, innovative mechanism—understanding and using elephant language—to foster greater empathy and direct action from the public.
The market strategy strategically taps into an experiential and emotional insight: elephants possess complex social behaviors and communicate in ways largely inaccessible to humans, which creates a compelling narrative of discovery and urgency. Targeting environmentally conscious audiences in Australia, the campaign employs a narrative genre to tell a story of scientific breakthrough linked with conservation impact, enhancing audience engagement by turning abstract scientific research into a relatable call to action. The use of digital media and a dedicated platform (helloinelephant.com) invites users to interact with this concept directly, encouraging donations through immersive learning and participation. By framing the campaign around endangered elephant language, it differentiates itself from standard wildlife appeals, fostering a deeper connection that motivates financial support while educating on the species’ vulnerability. This approach integrates authenticity, innovation, and emotional resonance to mobilize a concerned public invested in both animal welfare and environmental preservation.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
The 'Hello in Elephant' campaign leverages the unique concept of translating human communication into the "language" of elephants—an endangered form of interspecies communication—to raise awareness and drive donations for elephant conservation. Rather than demonstrating a product, showing a literal problem, or telling a conventional story, the campaign symbolically frames the problem of species endangerment through the metaphor of a threatened language. The campaign elevates the stakes by urging viewers to "use" elephant language to save the species, making the endangered language itself a powerful symbol for the elephants' own vulnerability, thereby representing the problem through a symbolic lens rather than depicting it directly.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. World Wildlife Fund (WWF) – Positioned as a global leader in wildlife conservation, WWF leverages scientific research and large-scale campaigns to protect endangered species and habitats. They emphasize sustainable development and climate action, engaging a broad audience through impactful storytelling and partnerships with governments and corporations.
2. Wildlife Conservation Society (WCS) – Focused on science-based conservation, WCS operates globally to protect wildlife and wild places. They differentiate by their extensive field research and protected area management, combining ecological science with community involvement to secure long-term biodiversity outcomes.
3. International Fund for Animal Welfare (IFAW) – IFAW positions itself as a rapid-response organization addressing animal welfare and conservation crises worldwide. They emphasize rescue operations, advocacy, and community education, blending hands-on action with policy engagement to create tangible impacts for wildlife sufferers.
4. Save the Elephants – This NGO specializes exclusively in elephant research and conservation, adopting a scientific and community-inclusive approach. They differentiate by pioneering elephant tracking technologies and advocacy to protect elephants from poaching and habitat loss, cultivating donor trust through transparency and field expertise.
5. African Wildlife Foundation (AWF) – AWF positions itself as a protector of Africa’s wildlife and wild lands, promoting innovative conservation solutions that balance ecological protection with economic development. They focus on empowering local communities and fostering sustainable wildlife tourism to ensure long-term conservation success.
Q: What is Hello in Elephant about?
A: Hello in Elephant is a digital campaign launched in Australia in 2017 for the David Sheldrick Wildlife Trust, created by the agency Grey. The campaign centers on the innovative idea that the language of elephants is endangered and can be used as a tool to help save the species. Drawing on decades of research into elephant communication and behavior, Hello in Elephant invites audiences to engage with elephant language at helloinelephant.com, raising awareness and driving donations to support African elephant conservation. The campaign leverages digital media to connect emotionally with viewers and position the Trust as a leader in both rescue and scientific understanding.
Q: What creative device does Hello in Elephant use?
A: Hello in Elephant employs the Symbolize the Problem format, as classified by Clapboard's 12-format taxonomy (FORMAT#3). Instead of depicting the literal threats facing elephants, the campaign uses the endangered elephant language as a metaphor for the species' vulnerability. By inviting audiences to "use" this language to help save elephants, the campaign transforms an abstract scientific breakthrough into a powerful symbol, making the problem of endangerment tangible and emotionally resonant without relying on conventional storytelling or direct imagery of harm.
Q: What is the campaign proposition for Hello in Elephant?
A: The campaign proposition for Hello in Elephant positions the David Sheldrick Wildlife Trust as both a pioneering conservation organization and a leader in scientific understanding of elephant communication. By highlighting the urgency of preserving the newly decoded elephant language, the campaign appeals to environmentally conscious audiences, particularly in Australia, and reframes conservation as an innovative, participatory effort. This approach differentiates the Trust from traditional wildlife appeals by offering a tangible mechanism—engagement with elephant language—to foster empathy, educate the public, and drive direct action through donations, reinforcing the Trust’s role in species survival.
Q: How does Hello in Elephant rank in Clapboard's archive?
A: Hello in Elephant holds a Clapboard Campaign Score of 79/100. This score reflects the campaign's creative ambition, execution quality, and cultural relevance as evaluated by Clapboard's global ad archive.
Q: Who are the competitors in David Sheldrick Wildlife Trust's category?
A: In the public interest and wildlife conservation sector, David Sheldrick Wildlife Trust competes with organizations such as World Wildlife Fund, which leads with global campaigns and scientific research for endangered species; Wildlife Conservation Society, known for its science-based conservation and community engagement; International Fund for Animal Welfare, which emphasizes rapid response and advocacy; Save the Elephants, specializing in elephant research and anti-poaching technology; and African Wildlife Foundation, which focuses on innovative conservation solutions that balance ecological protection with local economic development. Each brings a distinct approach to wildlife preservation and donor engagement.
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