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Home / Sheldrick Wildlife Trust Launches Elephant T-Shirt Campaign

Sheldrick Wildlife Trust Launches Elephant T-Shirt Campaign




The Sheldrick Wildlife Trust has launched a unique fundraising and awareness project - the Ele-tee. It’s an adorable elephant-shaped t-shirt that unlocks an original animated short film that sheds light on the causes of the African elephant’s slide towards extinction.

The Ele-tee and Garzi story were designed and developed by agency whiteGREY (Part of the Grey Group network) and the animation produced by Academy Award-winning production company Passion Pictures.

The storybook brings to life the tale of ‘Garzi the Orphan’, an elephant rescued by the Trust at 18-months-old after his mother was killed by poachers. A heartfelt tale – Garzi’s story highlights the very real issues faced by African Elephants today, including droughts caused by the climate crisis, habitat loss due to infrastructure development and illegal logging, and human-wildlife conflict over space and food.

Chad Mackenzie, National Executive Creative Director, whiteGREY, said: “The Ele-tee is an incredibly charming t-shirt but unlocks a story with a serious message. We hope the tale of Garzi will inspire kids and their parents to engage with the issues facing African elephants.”

whiteGREY’s Creative Director and children's author Ronojoy Ghosh illustrated the Garzi story; while American actress and model Kate Upton voiced the story.

Rob Brandford, Executive Director of the Sheldrick Wildlife Trust, added: “The Ele-tee is tremendous fun for kids of all ages to wear and it sheds light on an important message about elephant conservation. We hope the charm of the Ele-tee and story of Garzi helps children, families and the world understand the many issues of why elephants are facing extinction, and inspires them to take action.”

Sophie Woods, Director’s Rep at Passion Pictures, said: “It’s been a joy to help bring the story of Garzi the Orphan to life through such beautiful, simple animations. Throughout our history, Passion has had the honour of using animation to tell sensitive stories, helping bring challenging issues to life.”
 
The Ele-tee will be sold via the Trust’s online store: http://sheldrickwildlifetrust.org/eletee. The Garzi story will also be turned into an educational curriculum as part of the Trust’s global school programs.

Profits from the sale of the Ele-tee will go towards the Trust’s work protecting habitats in East Africa and its pioneering Orphans’ Project to rescue, raise and rehabilitate elephants back into the wild. Elephants have roamed the wild for 15 million years and there were over 10 million African elephants in the early 20th century, now there is less than 400,000. By 2025, scientists predict there could be only 190,000 left.

whiteGREY has worked with the Trust since 2017. A previous World Elephant Day campaign launched by whiteGREY was Hello in Elephant – a human-elephant translator. It was awarded the 18th most effective campaign globally in the WARC Effective 100 in 2019.


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Smokey the Bear Celebrates 75th Birthday with Betty White


Smokey Bear, the face of the longest-running PSA campaign in United States history, turns 75 today, continuing his legacy of bringing awareness to unwanted, human-caused fires in America. Smokey Bear's wildfire prevention campaign has had a dramatic impact since its introduction in 1944. This progress continues today, with an approximate 14 percent reduction in the average number of human-caused wildfires from 2011-2018, compared to the previous 10 years. While it's clear his work has been successful, 9 out of 10 wildfires are still caused by humans, which means Smokey's iconic message is as important as ever.


To celebrate the wildfire prevention icon's milestone birthday, the USDA Forest Service, the National Association of State Foresters, and the Ad Council are releasing new PSAs featuring Betty White, announcing the addition of a new Smokey Bear balloon in the 2019 Macy's Thanksgiving Day Parade, and promoting birthday parties and local events across the nation. Together, these three partners make up the Cooperative Forest Fire Prevention (CFFP) Committee, the coalition behind Smokey Bear and his wildfire prevention campaign.

"The hardest working bear in the world, Smokey, has for decades now tirelessly shared with the public the message 'Only You Can Prevent Wildfires,'" said U.S. Department of Agriculture's Forest Service Chief Vicki Christiansen. "And I'm certain that 75 years from now, Smokey will still be active in his duty of spreading the wildfire prevention message – reminding us to do our part in preventing unwanted wildfire."

"Smokey Bear and his friends know that wildfire is not just a western issue or a summer phenomenon. It's always wildfire season somewhere in the United States," said Jay Farrell, executive director of the National Association of State Foresters. "This is why it is so important that Smokey's message resonate year-round and nationwide with all Americans. This year's Smokey Bear wildfire prevention campaign and the hundreds of events held in his honor promise to do just that."

"This coalition of partners has created an extraordinary legacy for Smokey Bear over the past 75 years, and the Ad Council is so proud to be part of Smokey's story," said Lisa Sherman, President and CEO of the Ad Council. "Very few advertising icons have stood the test of time the way Smokey has, and thanks to our favorite bear, individuals across the nation know they play an important role in helping to prevent wildfires."

Smokey Bear has only said a handful of words over the last 75 years. To complement this signature message "Only You Can Prevent Wildfires" (voiced by actor Sam Elliott for the last 12 years), Smokey's famous friends are stepping in to speak through him about the importance of fire safety and wildfire prevention.

With the help of ad agency FCB and cutting-edge facial recognition and mapping technology, Smokey's friend Betty White is the most recent celebrity to lend her voice and carry on the beloved bear's legacy into his 75th year with an animated emoji PSA. Stephen Colbert, Jeff Foxworthy, and Al Roker have also lent their voices to the cause in similar PSAs launched earlier this year.

"75 years ago, FCB, in partnership with what would become the Ad Council, gave birth to Smokey Bear. All these years, he's been reminding us that 'Only You Can Prevent Wildfires.' In other words, there's a little Smokey Bear in all of us," said Susan Credle, FCB Global Chief Creative Officer. "This year, we are asking people to listen to their inner Smokey Bear. People sharing stories about why they love the outdoors and how they protect our country's beautiful wildlife — what a perfect gift to give Smokey Bear on his 75th birthday!"

The celebration of Smokey's legacy will continue this fall with the debut of his new character balloon in the 93rd annual Macy's Thanksgiving Day Parade®. On Thursday, November 28, more than 3.5 million spectators and more than 50 million viewers nationwide will witness America's national champion of wildfire prevention fly through the streets of New York City in Smokey's return to the world-famous Macy's Parade line-up. A fan-favorite, Smokey Bear first debuted as a giant character balloon in the 1966 Macy's Parade and participated in the holiday spectacle every year until 1981. In celebration of his 50th birthday in 1993, Smokey made his last appearance before this year's return to form. Catch Smokey in action during the 93rd annual Macy's Thanksgiving Day Parade airing nationwide on NBC, Thursday, November 28 from 9:00 AM – 12:00 PM, in all time zones.

Smokey Bear's 75th birthday will also be celebrated by a variety of media partners, including Clear Channel Outdoor, Facebook, iHeartRadio, National CineMedia (NCM), Reddit and many others. Omnicom media agency Hearts & Science will be the Ad Council's pro bono partner for the birthday year, providing an overall digital strategy and negotiating close to 10,000,000 impressions in free display media, including specialty units that are triggered by high fire-risk weather.

The story of Smokey Bear begins with World War II. On December 7, 1941, the Japanese attacked Pearl Harbor, and the following spring, fired shells from submarines that exploded on an oil field near the Los Padres National Forest in California. Fear grew that more attacks could bring a disastrous loss of life and destruction of property, and even ignite raging wildfires.

With many experienced firefighters deployed in the war, it was up to communities to prevent wildfires as best they could. Quickly, the protection of forests became a matter of national importance. To rally Americans to the cause, the Forest Service organized the CFFP Committee with the help of the War Advertising Council (now known as The Ad Council), and the National Association of State Foresters. Together, they created posters and slogans, including "Forest Fires Aid the Enemy" and "Our Carelessness, Their Secret Weapon."

Smokey Bear first appeared on a forest fire prevention campaign poster in 1944 thanks to FCB, the creative agency that to this day is an essential partner of the campaign. Two years later, he and his message were featured on a series of stamps used nationwide, and by the 1950s, Smokey Bear had made his debut in radio commercials voiced by Washington radio personality Jackson Weaver. In the decades since, the beloved icon has been featured in countless TV and radio spots, posters, stamps, billboards, and memorabilia alongside well-known actors and celebrities including B.B. King, Barbara Stanwyck, Betty White, Dolly Parton, Leonard Nimoy, Ray Charles, and Ted Nugent.

Since 1944, wildfire prevention PSAs have run exclusively in time and space donated by the media. In the last seven and a half decades, that equates to more than $1.63 billion in donated media support. Today, Smokey's catchphrase is recognized by 96 percent of U.S. adults and 75 percent of young adult outdoor recreationists who are familiar with him see Smokey Bear as a role model for children.

To learn more about Smokey Bear and wildfire prevention, visit www.smokeybear.com and follow Smokey on Facebook, Instagram, and Twitter with the hashtags #SmokeyBear75 and #OnlyYou. To find an event near you, visit www.smokeybear75th.org/.

USDA Forest Service
The Forest Service is the agency responsible for overseeing the use of Smokey Bear in cooperation with the National Association of State Foresters and the Ad Council. The Forest Service manages 193 million acres of national forests and grasslands for the American Public. Its mission is to sustain the health, diversity, and productivity of the Nation's forests and grasslands to meet the needs of present and future generations.

National Association of State Foresters

On behalf of the nation's 59 state and territorial foresters, NASF influences forest policy and leads efforts to optimize the social, economic, and environmental benefits of forests and trees. State foresters, and the forestry agencies they lead, are committed to the continued delivery of Smokey Bear's message of personal responsibility and fire safety. Learn more at www.stateforesters.org.

The Ad Council
The Ad Council brings together the most creative minds in advertising and media to address the most worthy causes. Its innovative, pro bono social good campaigns raise awareness. They inspire action. They save lives. To learn more, visit AdCouncil.org, follow the Ad Council's communities on Facebook and Twitter, and view the creative on YouTube.

FCB
With more than 140 years of communications expertise, FCB's worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit www.fcb.com.

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