In China, 7 out of 10 people do not realise that you have to kill an elephant to take its ivory. Perhaps because the Chinese word for ivory literally translates to “elephant tooth”, leading people to believe that tusk removal is harmless. Geometry Global and Ogilvy & Mather Hong Kong worked with linguistic experts and the public to create a new Chinese character for ivory which accurately portrays the nature of ivory extraction. The campaign website invited people to submit their characters and sign a petition to ban the ivory trade.