Donators created custom colourful 3D elephants, inscribed on the side with their name. Each represented a person or company wanting more done to protect elephants. They all joined the marching virtual herd, receiving photo updates each time their elephant appeared on a billboard in a new city.

The march spread over 5 days, starting in New York, before moving to Hong Kong, London, and across the UK. The people who joined were part of an ongoing movement for change, the following year the 'digital tuskforce' returned on new billboards in Paris, Amsterdam and Melbourne. This march had a more specific goal, building momentum before ending at a summit in Botswana - where African leaders, conservationists and global politicians met to determine steps for ensuring elephants and their habitats are protected.

To date over £200,000 has been raised through March for Giants, and it still lives on, making appearances at private fundraising events each year. Donations went to Space for Giants, a conservation charity working across 11 African countries. They train and equip rangers, while strengthening protected areas to stop human-elephant conflict. Each public donation safeguarded an elephant in the wild for a month, with brand donations protecting an elephant from poachers for life.

Space for Giants has reduced poaching by 84% in Kenya. Frontline protection really does work, but it needs financing. Over $6 million commitment was announced at the herd's final public stop in the Botswana summit. Public campaigns for collective voices are an ideal way to help highlight and instigate change.