Amarula, the African-themed liqueur, is teaming up with Kenyan conservationists for a new strategy aimed at saving the continent’s elephant herds. The brand is sponsoring the ‘Name Them Save Them’ campaign being run in conjunction with WildlifeDirect, a conservation organisation that operates out of Nairobi and Washington DC.
Working closely with WildlifeDirect CEO, Dr. Paula Kahumbu, the campaign aims to make the prospect of losing an African elephant personal to the public, by inviting them to name individual elephants.
Kahumbu, who is internationally acknowledged for her conservation work, appears in a video shot on location in Kenya’s Amboseli Park. She introduces viewers to elephants by name, showcasing their behaviour in their natural habitat, and likening their traits to those of humans. A short film then guides viewers through an immersive online experience into a virtual digital savannah, where they can choose an elephant, design it with a range of colourful patterns, name and share it with friends online.
In addition to funding the global strategy, Amarula will donate US$1 to WildlifeDirect for every elephant named and shared per unique user.
“As an authentically African brand, Amarula has been committed to the protection of the African elephant since 2002 and has donated US$642 000 to the cause over this period,” the brand says in a press statement.
Amarula is made from the fruit of the marula tree, which is a sought-after treat among wild elephants. Owned by South African-based alcoholic beverages company Distell, the brand is sold in many parts of Africa and also has a worldwide following.
“Awareness created by this campaign will help us to continue to protect the continent’s elephants, which are such an important part of Africa’s heritage and Amarula’s story,” says Dino D’Araujo, Global General Manager for the brand.