33,000 African elephants are slaughtered every year – that’s one every 15 minutes. At this rate, the species could be extinct within two decades. While international trade in ivory is already banned, domestic trade in many countries – including the US, China, Hong Kong, the UK and most of the EU – remains legal, giving illegal ivory a screen to hide behind. This fuels demand, prices and poaching. Working with WildAid, we set ourselves the goal to make 2016 the year more elephants were born than killed. To do this, we needed to find a way to urgently mobilise support and, with zero media spend, ensure global cultural, economic, political and legal change before it’s too late. #JointheHerd is an idea powerful enough to stop the ivory trade in 2016. The fastest-growing movement on the planet, we united a global herd of millions – conservationists, celebrities, politicians, public – around a single cause. Despite no paid media or paid celebrity endorsements, we freshened up the conversation and infiltrated culture. #JoinTheHerd hijacked 2000 years of Chinese tradition, became conservationist vernacular and common cause, a global meme, a hip hop anthem and an appointment-to-view global event, The Ivory Burn: streamed live to mark the death of the ivory trade, forcing legislative change in multiple countries.