The plight of elephants in Africa is the focus of the latest campaign for Friends of Animals.
Print ads from the Plowshare Group in Stamford, Conn., use images of the creatures in their natural habitat and describe how poachers are endangering the species.
One shows a mother and baby elephant snuggling against a backdrop of trees. Text reads, "In Africa, how long you live is measured by how many friends you have."
Another execution pictures a close-up shot of an elephant sporting a long pair of tusks. "Some people would kill for their tusks," reads the copy.
All ads feature the tag, "Friends of animals. Friends for life," along with a link to the organization's Web site, where visitors can make donations.
Plowshare has distributed the ads to consumer magazines across the country. To date, several have shown interest in donating space, said agency partner Jeff Boal.
Earlier this year, the shop and Friends of Animals launched a campaign to promote the protection of endangered chimpanzees in Senegal.
Other clients of Plowshare, which specializes in cause-related marketing, include the American Red Cross and the Special Olympics.