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Amarula readies elephant awareness campaign

South African alcohol producer Distell Group has begun an initiative in the name of its Amarula liqueur brand intended to protect the African elephant. The international campaign, called "Don't Let Them Disappear," will take place in South Africa, the United States, Canada, Brazil and Germany. It is being conducted in association with conservation organization WildlifeDirect and is timed to coincide with World Elephant Day on Aug. 12.

The Canadian portion of the campaign will begin with an event in the Distillery District of Toronto on Aug. 12. The event will feature a life-size ice sculpture of an African elephant that will be left in the sun to melt, representing the declining population of the animal. This event will be supported with social media activities and fundraising efforts.

"We are thrilled to activate the 'Don't Let Them Disappear' campaign in the Canadian market for Amarula as part of our global initiative," said Brenda Wylie, country manager for Canada at Distell. "Amarula has been committed to elephant conservation since 2002 through our non-profit organization, the Amarula Trust. We believe that collectively we can make a difference to stop illegal poaching of elephants."

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