Defra - If They’re Gone Campaign
THE CHALLENGE
The illegal wildlife trade, particularly in ivory, posed a devastating threat to global biodiversity, pushing iconic species like elephants and rhinos to the brink of extinction. This multi-billion-dollar black market not only endangered wildlife but also fueled corruption and destabilised communities across the globe. Defra sought to tackle this urgent crisis by highlighting the UK's pivotal role in leading international conservation efforts and galvanising public support to protect endangered species.
THE RESPONSE
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​​Comprehensive Awareness Campaign: I spearheaded the "If They’re Gone" campaign, a dynamic digital initiative designed to bring the stark realities of ivory trafficking to the forefront. With emotionally charged storytelling and captivating visuals, the campaign inspired millions to take a stand for wildlife conservation.
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Strategic Stakeholder Collaboration: I cultivated a powerful coalition by engaging leading environmental NGOs, influential policymakers, and key private sector allies. This united front amplified the campaign's reach and strengthened efforts to dismantle wildlife trafficking networks.
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International Leadership: To cement the UK's leadership on this issue, I orchestrated high-level briefings for the UK Environment Minister, ensuring impactful discussions with the Chinese Ambassador that underscored the urgency of banning ivory.
THE RESULTS
Historic International Progress
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Key diplomatic efforts culminated in a breakthrough: a commitment from China and the UK to jointly combat wildlife trafficking, leading to China’s historic ivory ban and fostering ongoing international cooperation to protect endangered species.
