To raise awareness about the cruelty to elephants that's involved in offering tourists elephant rides, London-based charity World Animal Protection has set up a fake travel website and is using Google AdWords to lure in people who are thinking of booking such a ride.
BBH London created the fictional tour operator website AuthenticElephantRides.com so that people searching for "elephant rides" through Google would find it easily. ("We provide the very best elephant experiences. From Thailand to Bali, Malaysia to India, we pride ourselves on transforming your holiday into a memory you'll never forget. Our elephant riding tours are set against some of the most beautiful backdrops in the world. ...") The site includes a short video masquerading as a marketing film, complete with a perky presenter, but it quickly reveals shocking details about the way elephants are trained to force them to get used to the unnatural act of giving humans rides.
Having watched the video, visitors to the site are encouraged to donate; their money goes towards paying for the site's prominence in future Google search results.