Amarula ramps up global elephant conservation effort

By Andrew Pentol |


An interview with WildlifeDirect CEO and Kenyan Conservationist Dr Paula Kahumbu was undertaken as part of the campaign.

Amarula in partnership with WildlifeDirect has launched a new ‘Don’t Let Them Disappear’ campaign to raise awareness on World Elephant Day (12 August).

The campaign has been introduced in various markets worldwide including duty free, the United States, South Africa, Canada, Brazil and Germany and is part of the brand’s huge elephant conservation effort. An interview was undertaken with WildlifeDirect CEO and Kenyan conservationist Dr Paula Kahumbu as part of the campaign.

This weekend, multiple life-sized elephant ice sculptures will appear in key cities such as Johannesburg, Toronto and Sao Paolo. The melting of these elephant ice sculptures will symbolise the disappearance of elephants and raise mass awareness as people witness their disappearance.

Spectators are encouraged to join the experience and spread the message on social media using the hashtags #DontLetThemDisappear and #WorldElephantDay.


World Elephant Day is an international annual event dedicated to the preservation and protection of elephants. The aim is to raise awareness that elephants could become extinct by 2030, with one elephant being killed every 15 minutes due to poaching.

As reported, Amarula kicked off the first phase of the ‘Name Them, Save Them’ campaign – an ambitious attempt to name every surviving African elephant in the wild – in October 2016 online. The second phase was rolled out at last year’s IAADFS Orlando show. A number of one-of-a-kind Amarula bottles were showcased at the event before being distributed to Amarula markets worldwide.

Saramien Dekker, Global Brand Development Manager at Amarula said: “Amarula has been committed to elephant conservation since 2002, through our non-profit organisation, The Amarula Trust. We believe that collectively we can make a difference to stop illegal poaching of elephants.”

Amarula will donate €0.50c ($0.58c) for every limited-edition bottle purchased to support WildlifeDirect with its elephant conservation projects to further highlight its commitment to the African elephant.


The campaign has been introduced in various markets worldwide including duty free, the United States, South Africa, Canada, Brazil and Germany.


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