As someone who grew up in Africa this campaign really moved me.

Amarula is an extremely popular drink in Africa and can be found all over the world.  The plight of the African elephant was a painful one to grow up with and I spent many happy years (and still return in order to) watching herds of elephants go about their beautiful lives.

This campaign is so simple and yet so poignant.

On World Elephant Day, Amarula will remove the elephant from their world famous logo as they team up with Wildlife Direct for the DON’T LET THEM DISAPPEAR campaign in protest against poaching and the ivory trade.