Between 2002 and 2011, Maisels et al (2013) estimate that the world’s forest elephant population was reduced by 62% due to illegal ivory trade. Prior to this, between 1979 and 1989, half of all Africa’s elephants were lost to the ivory trade, according to pan African census data. NY-based production company Picture Farm strove to bring to the initiative to light with city-dwellers who may feel distant from the cause in the organization's short film by the same name.
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