Beautiful Without Ivory

The “Beautiful Without Ivory” campaign aimed to reach and engage those who desire to buy and use ivory jewelry and accessories because of its perceived beauty. It promoted a lifestyle that rejects the use of ivory since it is not beautiful and never socially acceptable.

Research conducted by USAID Wildlife Asia in 2018 showed that those who desire ivory for its beauty were generally urban women in their 30’s or older, well-educated, well-informed, with access to the internet and social media. Most were married with small children and balanced family with a stable career as an office employee or business owner. They followed the latest fashion trends. When they shopped, they did not plan to buy ivory but made purchases when particular pieces caught their eye.

Implemented during the USAID Wildlife Asia Activity, the campaign was endorsed by five Influencers with large social media followings: Cindy ‘Sirinya’ Bishop - Supermodel and Actress, Pichaya Soontornyanakij - Celebrity Chef, Jareyadee Spencer - TV Host and Entrepreneur, Praewatchara Schmid - Top 10 Miss Thailand Universe 2019 and Varine Charungvat - Content Creator and Celebrity Photographer. They represented various occupations and were at the peak of their careers.