Online magazine launched to oppose the illegal ivory trade

Unveiling the Ivory Trade brings together video, audio, illustrative graphics, visually inspiring photography and interesting text to create a dynamic digital storytelling experience. The magazine is viewable through the browser as an online experience, but can also be downloaded as an archival AIR application or viewed on iPads as a downloadable app at http://elephantdigimag.ifaw.org/ipad.

"Right now the quickest way to spread the message that the illegal ivory trade is killing elephants by their thousands is to take it online. That is exactly what IFAW has done with Unveiling the Ivory Trade," said Jason Bell, IFAW director - elephant programme.

"It's a multimedia, interactive report that addresses the complicated issues of the ivory trade and that meets the way people communicate right now. If we are going to stop elephants being slaughtered for their ivory, then we have to find appealing ways to get that message across. Unveiling the Ivory Trade does that."

Developed to take advantage of social media

The magazine has also been developed to take advantage of social media and how people communicate online. People can interact with each screen and share or tweet through their individual networks, allowing individuals, companies and NGOs to actively spread the message and make a greater impact to helping stop the ivory trade.

Unveiling the Ivory Trade went live during the CoP16 of the Convention on International Trade in Endangered Species (CITES) in Bangkok, Thailand.

"It will help IFAW bring its concerns to the fore and highlight the challenges we facing in conserving the species. Hopefully, it will also help the viewer to make better informed choices about how we save elephants," said Bell.

"It is clear that elephants are under more threat today than they have been in years. In 2011, law enforcers seized 24.3 tons of ivory; in 2012 they seized almost 16 tons; and 2013 is already showing signs of being a disaster for elephants with five tons of ivory being seized in January alone, most of that linked to East Africa."

Most illegal ivory is destined for Asia, in particular China, where it has soared in value as an investment vehicle and coveted as "white gold". Limited availability of legal ivory China purchased from the stockpile sale from southern Africa in 2008 has, in turn, boosted demand encouraging illegal ivory trade and the poaching of elephants to meet market needs. IFAW says an estimated 25,000 to 50,000 elephants were killed for their ivory in 2011.

Unveiling the Ivory Trade can be viewed free online or can be downloaded as an iPad app at http://elephantdigimag.ifaw.org/ipad.