WWF Christmas ad highlights the vulnerability of our planet's wildlife

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WWF's poignant Christmas advert tells the magical story of a girl following an imaginary elephant through her urban hometown to raise awareness of devastating habitat destruction

WWF launched Christmas advert highlighting vulnerability of planet's wildlifeTells story of a girl following trail of imaginary elephant through her hometownHowever, it is an urban city centre miles away from the elephant's natural homeHopes to raise awareness and vital funds to help protect endangered species

By Chloe Morgan For Mailonline

Published: 10:22 GMT, 2 November 2020 | Updated: 11:45 GMT, 2 November 2020

Ahead of the festive period, a poignant new advert has been launched by WWF, highlighting the vulnerability of our planet's wildlife and the shared connection to our home. 

The environmental organisation hopes to raise awareness and vital funds to help protect endangered species – as well as their natural habitats and landscapes – with the heartfelt message that 'we would all be lost without a home, let's protect theirs'.

The advert tells a magical story of a girl following the trail of an imaginary elephant through her hometown – an urban city centre miles away from the elephant's natural habitat. 

Inspired by people's appreciation of nature and the power of 'home', it highlights the serious issue of habitat destruction and the need for people and elephants to have homes where they can both thrive.

A poignant new advert launched by WWF highlights the vulnerability of our planet's wildlife (pictured)

The advert tells a magical story of a girl (pictured) following the trail of an imaginary elephant through her hometown – an urban city centre miles away from the elephant's natural home

Since 1979, African elephants have disappeared from over 50 per cent of their home-range, leaving an estimated 415,000 in the wild today. 

The species remains at risk due to poaching, with their habitat under continued pressure and fragmentation due to land conversion, infrastructure development and expanding agriculture, leading to conflicts with people.

Tanya Steele, Chief Executive at WWF, said: 'Every day, there are fewer places left that wildlife can call home. But we have the power to change things for the better. 

With the help of our supporters, WWF is working hard to protect elephants and their habitats as part of our mission to curb global nature loss.'

'By adopting an elephant, you're not only protecting this much loved species, but also helping develop solutions for people to live safely alongside elephants and benefit from conservation efforts. 

'The generous donations we receive enable us to deliver positive environmental change across the globe and create a home where both nature and people can thrive.'

The advert also highlights the shared connection that people and nature have to the one place that is home to both

Inspired by people's appreciation of nature and the power of 'home', it highlights the serious issue of habitat destruction and the need for people and elephants to have homes where they can both thrive

The environmental organisation hopes to raise awareness and vital funds to help protect endangered species – as well as their natural habitats and landscapes – with the heartfelt message that 'we would all be lost without a home, let's protect theirs' (pictured, left and right)

Christmas is the most important fundraising opportunity for WWF's conservation work, generating crucial income to help protect species such as the elephant and restore their natural habitats.

Around 90% of African elephants have been lost in the past century and across the globe, precious habitats are being destroyed at an alarming rate. 

As natural habitat is lost and human development increases, human-wildlife conflict is an increasing challenge, affecting both people and wildlife.

The powerful new advert has been created by WWF together with Uncommon Creative Studio and The Moving Picture Company (MPC). 

It debuted on national broadcast television on Sunday during the Pride of Britain Awards on ITV, with other prime-time slots across Sky, Channel 4 and on-demand channels throughout the festive period, including a large digital presence.

It debuted on national broadcast television on Sunday during the Pride of Britain Awards on ITV, with other prime-time slots across Sky, Channel 4 and on-demand channels throughout the festive period, including a large digital presence

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