Based on this focused concept of obtaining cash, Think Singapore, a philanthropic organisation, created Cash For Survival for the sole purpose of soliciting funds to help preserve the Asian Elephant. The idea revolving around the use of a hand drawn elephant was two fold: First, visually, the striking beauty and similarities of a hand (finger) and an elephant (trunk). And secondly, a reverse play on words of the ‘giving a hand’ route, which has been done repeatedly in the past.

Across the 6-month campaign period ending Dec 2007, the site received over 150,000 hits and more importantly, received close to S$500,000 in contributions.