This advert seeks to put an end to tourists’ fallacious act of helping elephants. The aim is to communicate directly to tourists on city streets, where elephants wander around for food and money. Not only do we challenge people not to succumb to their pity of helping elephants, but we also challenge them to give their money to the organization which can truly help elephants.

The key design illustrates the unfortunate city life of stray elephants through work of art by famous Thai artists and put it on the streets to raise money to release these elephants back to the forest.

We seek to start this yearly campaign "Your money is the bait" around the elephant day, the 13rd of March 2014 and hope to reach about 500,000 people at the end of the year. We believe the buzz will expand our campaign's intention to society. Expected money is around 500,000 Bath to succeed in freeing more than 25% of street elephants back to where they belong. The campaign is designed to go on every year with various kinds of art from different famous Thai artists to reach more people and save the lives of more elephants.