Despite a decline in ivory trading, elephant populations were falling. Although there was no media budget, a way was needed to re-ignite concern and donations for elephant welfare. The solution was to create a unique opportunity to re-bond with elephants via an app that translated human words into elephant signals. The app triggered huge media interest and social sharing, motivating people to donate. An estimated 400m media impressions were generated and donations rose by 34% versus a 10% target. Almost 4,200 new supporters were recruited and $1.28m of incremental revenue delivered. The long-term profit ROMI was projected as £19.10 for every £1 invested.