Thousands of virtual elephants trek through UK in global movement to end poaching

Globe-trotting herd grows as people join to protect elephants and demand the EU end its ivory trade

One third of Africa's elephants have already been lost, at an average rate of 55 killed a day. New global movement #MarchforGiants will unite people around the world in unique activism to protect elephants and boost support for the fight against poaching.

Starting this Thursday 8 March, the #MarchforGiants virtual herd of elephants will travel across digital billboards and social media to call for urgent action. Anyone can take part by donating £5 at www.marchforgiants.org or texting GIANT plus their name to 70025. Sponsors customise their elephant’s design and personalise it with a name before it joins the ever-growing herd, and the funds raised protect elephants in the wild.

Every digital elephant in #MarchforGiants represents an individual elephant that has been protected by a person during the campaign. Joanna Lumley has lent her support to the initiative, joining thousands of others around the world.

Joanna Lumley said: “March for Giants presents a one-of-a-kind opportunity for people everywhere to make their voice heard. It is a truly transformative moment for the conservation of Africa’s elephants and their habitats.”

Beloved childrens picture book character Elmer the Patchwork Elephant has also joined the March, in trademark colourful style. Creator David McKee said “I can’t imagine the world without elephants. But it could happen – remember, a huge elephant can be helped with even a little donation."

Elmer the Patchwork elephant is preparing to trek across billboards

The money raised will support Space for Giants, a conservation charity which works on the ground to protect elephants and their habitats in Africa. The Independent’s owner Evgeny Lebedev is Patron of the charity, and The Independent has its own branded elephant which is part of the globe-trotting herd.

#MarchforGiants will begin on Thursday 8 March on a big screen in Manchester, marching on to Birmingham the next day, then London, Paris, Amsterdam and Melbourne, before arriving in Kasane, Botswana on 16 March at a key conservation Summit being to discuss the protection of elephants.

At the Summit, African Heads of States will meet with financiers, scientists, and influencers to cement the incredible progress already made to end the poaching crisis.

#MarchforGiants will boost that momentum by delivering a powerful visual illustration of global advocacy. It will also stand in support as Africa's leaders lend their names to an Avaaz petition, with more than one million signatures, that demands the European Union end its ivory trade. Now that China has closed its ivory market, the EU is the largest legal ivory exporter.

The herd marches on Manchester's Printworks screen

Max Graham, Space for Giants' CEO, said: “There have been a number of huge gains in the fight to protect elephants. China and the US have banned trading in ivory. Poaching is back to pre-crisis levels in East Africa. This is all amazing, and we deserve to be celebrating.

“But there's a danger here we could become complacent. Poaching is not over. Elephant habitats are not secure. The job is not finished. Joining the global movement that is the March for Giants is a way loudly to add your voice to thousands of others demanding we all keep the pressure up against poaching.

“Seeing that level of global support at their backs as they take the crucial next steps to secure elephant populations forever will be a huge encouragement to Africa's leaders at the Summit.”

The Indy's #MarchforGiants elephant

#MarchforGiants is made possible through the generous support of many organisations. The screen space is donated by Ocean who formed The Alliance, a network of like-minded global digital out of home media owners who can offer both full motion imagery and integrated technology in their screens, allowing campaigns such as March for Giants to have global reach.

Ocean’s expertise has led them to form The Alliance, a network of like-minded global digital out of home media owners who can offer both full motion imagery and integrated technology in their screens, allowing campaigns such as March for Giants to have global reach. The Alliance is unique and gives brands the chance to widen the scope of their messaging to global audiences across these stand out locations.

The original #MarchforGiants concept came from London-based creative agency 18 Feet & Rising. The state-of- the-art technology to create the experience was made by digital studio Popped and DOOH.com provided real-time distribution across the big screens.

HOW TO JOIN #MarchforGiants

Donate £5 at www.marchforgiants.org or text GIANT plus your name to 70025