| 哲学 | The campaign is an example of driving social change by harnessing the power of social media. The objective was to put pressure on thegovernment by rallying public support, while working with a limitedbudget.This campaign emphasized on making 'elephants' undeniably vital to the livelihood of Thais. Not by 'telling' them that they're almost extinct, but by 'showing' them that when they are, how their lives would be affected. The 'missing Chor Chang' from their everyday turned a distant plight into a personal one.The campaign lived on social media and with a few influencer posts to ignite action, and in the end it was able to rally up to 40% of Thailand's social community to take part in the cause. The simple action of removing a letter in the vocabulary effectively worked to empower the people of Thailand to make a difference in their legal system and end the nation's illegal ivory trade. |