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As India's population expands and encroaches on ancient wildlife habitats, the need to safeguard both animals and people is paramount. Elephants have disappeared from 95 per cent of the land they once roamed. This campaign will allow the Trust to buy corridors between two existing wildlife reserves to help protect their future and safeguard people too.

The timing coincides with the charity’s Big Match Fortnight, when all donations towards the Elephant Corridor Appeal will be doubled by a collective of World Land Trust sponsors who have contributed to the Match Fund in advance.

To drive donations we have created a digital campaign featuring two special film vignettes that will appear across Facebook, supported by a programmatic campaign. The campaign invites text donations.

Activity on social media is supported by the use of #RightOfPassage Twibbons across social media and a Thunderclap. If the Thunderclap attracts sufficient sign–ups, a tweet will be sent out from each of the supporting accounts at the same time on Monday, October 17 as a final push to get #RightOfPassage trending.

Supported by World Land Trust Patron Sir David Attenborough, the charity appeal aims to raise £750,000 to extend and protect the Mudahalli Corridor, a swathe of land where the Eastern and Western Ghats meet in southern India.