Tiffany & Co partnered with the Elephant Crisis Fund (ECF), a mechanism aimed at combatting the ivory crisis, the Clinton Global Initiative, and other leaders across the fashion industry, to unveil the #KnotOnMyPlanet campaign in September.
The campaign was launched to raise millions in support of ending elephant poaching and stopping the global trafficking of ivory.
According to Tiffany, between 20,000 and 30,000 elephants are killed every year for their tusks. The campaign aims to encourage people to protect elephants by donating to the Elephant Crisis Fund, symbolically tying a knot and sharing it on social media with the tag #KnotOnMyPlanet.
“We lost 100,000 elephants in Africa in just three years as a result of the illegal ivory trade. This problem is too big for any one organisation to solve so we created the Elephant Crisis Fund, supported by major global corporations and institutions,” said Iain Douglas-Hamilton, founder of Save the Elephants. “In my 50 years of work with elephants, the ECF is so far the most significant initiative.”
The campaign was introduced during the New York Fashion Week in September.
“The #KnotOnMyPlanet campaign is unlike any other that I have been a part of, it has passion and purpose. As a mother, I don’t want my children to live in a world without elephants and as a model, I knew that we could rally the fashion community to save the elephants at time when they need it the most,” model Doutzen Kroes was quoted as saying.