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Ahead of the festive period, WWF has launched a poignant new advert that highlights the vulnerability of our planet’s wildlife and the shared connection that people and nature have to the one place that is home to both.
The environmental organisation hopes to raise awareness and vital funds to help protect endangered species – as well as their natural habitats and landscapes – with the heartfelt message that ‘we would all be lost without a home, let’s protect theirs’.
The advert tells a magical story of a girl following the trail of an imaginary elephant through her hometown – an urban city centre miles away from the elephant’s natural home.
Inspired by people’s appreciation of nature and the power of ‘home’, it highlights the serious issue of habitat destruction and the need for people and elephants to have homes where they can both thrive.
Since 1979, African elephants have disappeared from over 50% of their home range, leaving an estimated 415,000 in the wild today.
The species remains at risk due to poaching, with their habitat under continued pressure and fragmentation due to land conversion, infrastructure development and expanding agriculture, leading to conflicts with people.
‘Every day, there are fewer places left that wildlife can call home. But we have the power to change things for the better. With the help of our supporters, WWF is working hard to protect elephants and their habitats as part of our mission to curb global nature loss.”
‘By adopting an elephant, you’re not only protecting this much loved species, but also helping develop solutions for people to live safely alongside elephants and benefit from conservation efforts. The generous donations we receive enable us to deliver positive environmental change across the globe and create a home where both nature and people can thrive.’
TANYA STEELE
Chief executive at WWF
Christmas is the most important fundraising opportunity for WWF’s conservation work, generating crucial income to help protect species such as the elephant and restore their natural habitats.
Around 90% of African elephants have been lost in the past century and across the globe, precious habitats are being destroyed at an alarming rate.
As natural habitat is lost and human development increases, human-wildlife conflict is an increasing challenge, affecting both people and wildlife.
The powerful new advert has been created by WWF together with Uncommon Creative Studio and The Moving Picture Company (MPC).
It will debut on national broadcast television on 01 November during the Pride of Britain Awards on ITV, with other prime-time slots across Sky, Channel 4 and on-demand channels throughout the festive period.
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