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FIGHT THE CRIME: WCS Kicks off Third Phase of 96 Elephants Campaign

  • Campaign will support law enforcement activities including increased penalties for ivory trafficking
  • Campaign features powerful ad showing crime scene with rock-and-roll classic “96 Tears” re-recorded by 60s icon ? (aka Question Mark)
  • Ads created by Juniper Jones and will be placed by pro bono partner Horizon Media 

FIGHT THE CRIME: WCS Kicks off Third Phase of 96 Elephants Campaign

YOUTUBE LINK TO AD: https://youtu.be/1__6JrJ609I

DOWNLOAD CREATIVE: http://wdrv.it/1UOnWiQ

NEW YORK (June 15, 2016) – WCS has kicked off the third phase of its 96 Elephants campaign focusing on fighting wildlife crime that continues to slaughter 96 elephants each day in Africa.


The new campaign, called “Fight the Crime” targets increased penalties and enforcement of laws that prosecute ivory trafficking and wildlife crime.

Policy targets include the END Wildlife Trafficking Act, a bi-partisan bill that will help bolster wildlife rangers in an effort to address the poaching and trafficking crisis.  The bill would help to better equip wildlife enforcement units in key countries by transferring used military equipment for ranger use, while also helping to ensure that U.S. foreign assistance is targeted where it will truly make a difference.  

To support the campaign, advertising agency Juniper Jones has created a powerful series of advertisements showing a typical crime scene in a gritty urban area complete with investigators and a familiar chalk outline of a victim. The outline is then revealed to be an elephant with its tusks removed.  The rock-and-roll classic “96 Tears” plays hauntingly in the background. A passionate animal activist, ? (aka Question Mark) was so moved by the plight of the elephants that he re-recorded his classic 1966 hit for the ad.  The original song, written by Rudy Martinez, published and released by ABKCO Music & Records and performed by ? and the Mysterians, was a #1 hit on the Billboard Hot 100 and sold over 1 million copies.

The campaign will launch beginning June 15, and will appear across multiple channels including TV, Radio, Print, Digital and OOH secured by Horizon Media the world’s largest privately-owned media agency in the world. Horizon has partnered with the Wildlife Conservation Society since the beginning of the 96 Elephants campaign in 2014, and has secured millions of dollars in free advertising for the 96 Elephants campaign messaging across the nation, including high trafficked areas such as Times Square.

Said John Calvelli, WCS Executive Vice President for Public Affairs and Director of the 96 Elephants campaign: “These crimes are grave injustices that result in species loss, extinction, financial rewards for illegal activities, and political instability. African elephants will be poached out of existence for their tusks unless we enforce laws and penalties to stop the profit and incentives for this slaughter.”

Launched in 2013 at the Clinton Global Initiative, the 96 Elephants campaign was created to stop the killing, stop the trafficking, and stop the demand. Phase one of the campaign, called “Join the Herd” was to raise initial awareness about the issue. Phase two, called “Take a Stand,” targeted passing of ivory bans and moratoria, and led to successful state bans being enacted in New Jersey, New York, and California along with a pending ban in Hawaii.  In addition, a powerful federal ban was enacted by The Obama Administration though the final rules have not yet been announced.

The 96 Elephants campaign is expected to run through 2017.


WCS (Wildlife Conservation Society)

MISSION: WCS saves wildlife and wild places worldwide through science, conservation action, education, and inspiring people to value nature. To achieve our mission, WCS, based at the Bronx Zoo, harnesses the power of its Global Conservation Program in nearly 60 nations and in all the world’s oceans and its five wildlife parks in New York City, visited by 4 million people annually. WCS combines its expertise in the field, zoos, and aquarium to achieve its conservation mission. Visit: newsroom.wcs.org Follow: @WCSNewsroom. For more information: 347-840-1242.


96 Elephants

WCS is leading global efforts to save Africa’s elephants and end the current poaching and ivory trafficking crisis. In September, WCS launched its 96 Elephants campaign to amplify and support the Clinton Global Initiative (CGI) “Partnership to Save Africa’s Elephants” by stopping the killing, stopping the trafficking, and stopping the demand. The WCS campaign focuses on: securing effective moratoria on sales of ivory; bolstering elephant protection; and educating the public about the link between ivory consumption and the elephant poaching crisis.www.96elephants.org


Juniper Jones

Juniper Jones is a creative agency specializing in Concepting, Scripting, Designing, Branding, Animation, Editing, Live Action Production and Directing. Juniper Jones thoroughly believes that a collaborative creative experience with the client yields unparalleled results. Clients know their brand better than anyone else and our job is to help nurture the creation of their stories. http://juniperjones.tv



ABKCO Music & Records is one of the world’s leading independent entertainment companies.   It is home to iconic music catalogs that include compositions and recordings by Sam Cooke, The Rolling Stones, Bobby Womack, Eric Burdon, The Animals, Herman’s Hermits, Marianne Faithfull, The Kinks as well as the Cameo Parkway masters.  ABKCO is active on many fronts including the release of critically lauded compilations and reissues from its catalog, soundtracks, film and commercial placement of its master recordings and music publishing properties in all media. ABKCO’s recent theatrical production, One Night in Miami, played to packed houses in Los Angeles, Baltimore and Denver. ABKCO Films is currently in pre-production of a Sam Cooke biopic and its latest release is The Durrells, a 6 part TV series based on Gerald Durrell’s book The Corfu Trilogy. www.abkco.com, www.facebook.com/abkco, www.twitter.com/abkco.