Most Americans believe that the ivory trade is banned, but they are only partially correct. A free, unfettered ivory trade exists in America to the detriment of wild elephants and those who protect them in Africa and Asia.

Gerber Rigler was hired to create an online tranmedia campaign with one main goal: For the U.S. government to reinstate the ban on the domestic ivory trade and international ivory imports into the U.S. by either 1) reforming U.S. ivory trade regulations or 2) by a new act of Congress, if necessary.

Creative Challenges & Goals

The story of what is happening to elephants in Africa is difficult to tell. Photos, video footage, interviews and other necessary components to traditional documentary storytelling are generally unavailable on this issue, and real-life images of the gruesome slaughter of elephants may be too graphic or unnerving for a U.S. audience.

Most Americans also don’t realize that the U.S. is one of the world’s largest consumers of ivory, and the U.S. market is driving the increased poaching in Africa. The U.S. is a major destination for illegal ivory that is brought in via souvenirs, smuggling operations, and the Internet, as well as raw ivory imported for domestic carving industries.

Achieving this goal will mean fewer elephants being killed in Africa and Asia to satisfy the demand for ivory in the United States – one of the world’s largest consumers of ivory.

Crafting a storytelling environment online that raises awareness and helps IFAW advocate for new U.S. policies against the global trade in elephant ivory;

Expanding IFAW’s traditional membership base to include younger, socially networked demos. Creating sustainable fundraising and editorial structures that support a multi-tiered rollout for the 2-year campaign (2010 / 2011).