wwf: Rewrite Their Future

Hong Kong plays a key role as a transit hub and major retail ivory market. To put an end to the needless slaughter of African elephants in the procurement of ivory, WWF-Hong Kong in partnership with Geometry Global has launched its "Rewrite Their Future" campaign, inviting citizens to consider the harm done to elephants when extracting their tusks by creating a new name for ivory. To this end, the campaign, in conjunction with Geometry Global and Ogilvy Hong Kong, calls on Hong Kongers to literally ‘rewrite the future’ of elephants by encouraging them to create a new Chinese character for ivory, which accurately portrays the nature of ivory extraction. When creating their characters via the campaign website (http://rewritetheirfuture.wwf.org.hk), Hong Kongers are also submitting a petition to the Hong Kong government to take concrete action to prohibit the city’s ivory trade. To garner support, the campaign will extend into schools, shopping malls and social media. The petition to ban ivory sales in Hong Kong will be presented to the government in early 2016.