Every 15 minutes an elephant is killed for its ivory and to highlight the plight, Amarula is removing the elephant from its bottles.
The campaign is promoted in a short film by FCB Cape Town that follows an Ivory Tracker as he hunts down the ivory stolen from slaughtered elephants.
It begins in Africa where he locates a dead elephant before departing to Hanoi. He then tracks the ivory to Hong Kong and New York where his final stop is an apartment in which a woman is wearing an ivory necklace.
The journey across the world shows how it's an issue affecting everyone and that's reaffirmed in the line that appears on the screen: 'Ivory poaching stops with you.'
At the end, the film explains that to mark World Elephant Day (12 August), Amarula is removing the elephant from its bottles in an effort it hopes will raise awareness of the plight facing elephants.
This latest campaign follows the brand's 'Name them Save them' campaign launched in October last year with the ambition of giving a name to every surviving African elephant in the wild.
The thinking, as explained in the campaign's video, was that naming the animals would give them a character and therefore people could relate to them and they'd be more inclined to get behind the cause.
Through a dedicated platform on the Amarula website, users could design and name a virtual elephant before sharing it on social media.
The designs were then used to create 400,000 individualised Amarula bottles and for every elephant that was named, $1 was donated to WildlifeDirect.