WWF confronts the elephant in the room

The WWF has launched a poignant new film today which highlights the vulnerability of our planet’s wildlife and the shared connection that people and nature have to the place that is home to both. 

The environmental organisation hopes to raise awareness and vital funds to help protect endangered species – as well as their natural habitats and landscapes – with the message that ‘we would all be lost without a home, let’s protect theirs’.   

Created by Uncommon Creative Studio and directed by The Shirley Chipchase Collective through MPC Creative, the spot tells the story of a girl following the trail of an imaginary elephant through an urban city centre, miles away from the animal's natural home. Accompanied by a soundtrack from Nils Frahm titled Them, Space to Live highlights the serious issue of habitat destruction and the need for people and elephants to have homes in which they can both thrive. 

Christmas is the most important fundraising opportunity for WWF’s conservation work, generating crucial income to help protect species such as the elephant and restore their natural habitats. "Every day, there are fewer places left that wildlife can call home," said Tanya Steele, Chief Executive at WWF. "But we have the power to change things for the better. With the help of our supporters, WWF is working hard to protect elephants and their habitats as part of our mission to curb global nature loss. By adopting an elephant, you’re not only protecting this much loved species, but also helping develop solutions for people to live safely alongside elephants and benefit from conservation efforts. The generous donations we receive enable us to deliver positive environmental change across the globe and create a home where both nature and people can thrive.”

Around 90% of African elephants have been lost in the past century and, across the globe, precious habitats are being destroyed at an alarming rate. As natural habitat is lost and human development increases, human-wildlife conflict is an increasing challenge, affecting both people and wildlife.