The spot activates the listener to think by doing a thread of simple math tasks. The listener follows the instructions until the final solution gives him the numeric equivalent of the alphabet. It is basically a mathematical magic trick. What the listener doesn’t know, is that no matter which number they choose, the solution in the end is always 5, which corresponds with the letter E. And by asking them to "think of an African animal with this letter," we put the word elephant in peoples' minds. The listener is surprised and shocked when it is revealed that connected to this animal, its death count is 20,000 per year / 55 per day. Last comes the call to action to "fix the numbers" by supporting Pro Wildlife on their website. So instead of just listening, the recipient is surprised in an engaging entertaining way.