This campaign emphasized 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 simple action of removing a letter in the vocabulary from their everyday, the 'missing Chor Chang' turned a distant plight into a personal one.

We strategically targeted online influencers who had the biggest stakes to lend their voices. The campaign kicked off with a handful of WWF celebrity contacts showing their support by posting images of themselves holding a sign with '?' characters missing, along with the message: 'elephant lovers against those who kill for ivory'. The simple but creative execution soon went viral. With just a few Instagram and Facebook posts, the campaign took off. The Chor Chang '?' removal movement spread like wildfire in just a week's time. People from all parts of Thai society participated, along with retweets from all over the world.

Over 1.2 million social users posted a ‘remove Cho Chang’ post on their social network, that's a penetration of approximately 42% of Thailand's entire social universe, making it one of the most successful social media campaigns in Thailand history. It also maintained a top ranking hashtag in the country for 5 consecutive days. The campaign also reached over 71 million impressions along with US$11,985,187 in earned media.

Most importantly, within a few months, the Thai government passed the Elephant Ivory Act that required all persons in possession of ivory to register or face heavy penalties. Within three months of Elephant Ivory Act's implementation, number of traders in Thailand's main ivory market dropped by 85%