In Chinese, the characters for "elephant tusk" translate literally to "elephant teeth". Reasoning that this leads to a misconception that tusks fall out or come out easily, the WWF and Ogilvy hit on the idea of asking people to come up with a new name—one that better conveys the deadly nature of tusk harvesting.
The campaign also asks for signatures on a petition asking the government to take serious action against ivory trade executed through Hong Kong. More than 20,000 people have signed the petition at rewritetheirfuture.wwf.org.hk. The campaign will extend into schools, shopping malls and social media next year.
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