Last but not least: Relefante Enlightenment

Word should have gotten around by now: It's best to give all animal attractions a wide berth when on vacation. Where profit beckons, animals usually suffer. This also applies to activities that many holidaymakers wrongly classify as harmless because they don't know the background. Example: riding elephants. An experience that causes unspeakable suffering to pachyderms. Would you have known that?

Education is needed - preferably before the mistakes are made. BBH London has therefore come up with a campaign for the organization World Animal Protection that gets to the root of the problem. Elephant rides are very popular with tourists. One million people a year start a search query on Google to find out about the possibilities. In order to educate these tourists in good time, the agency created the website of a fictitious elephant tour provider and displays it as an advertisement at the top when the relevant terms are searched for.

The website of "Authentic Elephant Rides" does indeed look authentic and leaves no doubt at first glance that you have found what you are looking for.

Anyone who clicks on the promising-looking YouTube film is greeted by an upbeat presenter who enthusiastically explains the background to the elephant business. Just like in a real commercial, she explains that elephants, by nature, don't actually want anyone on their backs - and how this is made possible anyway.
 

The film manages without any shock images - the distressed, chained elephant at the end and the woman's account should be enough to make you adjust your vacation plans accordingly. Those who have been enlightened are invited to make the information available to other potential elephant riders. By making a donation on Beforetheybook.org further Adwords placements are purchased. A counter provides information on how many Googlers have already been informed - and how often the terms have been searched for without an informative intervention. The campaign uses modern methods to address the target audience precisely without using up resources unnecessarily. Elephantastic! (hae)

Source: Casemovie on Lbbonline.com