Human-elephant conflict is a big issue that concerns many people living in Sri Lanka. Just so you are aware of the gravity of the situation, this unusual issue remains one of the biggest environmental and socio-economic crises of the country’s rural side. Each year, elephants cause over $10 million of crop and property damage. As a result, the farmers are left with not many options and sadly end up killing the elephants. Statistically, in such regions, around 300 elephants are killed annually. On the other hand, elephants claim around 60-80 human lives each year. These are some disturbing numbers, aren’t they?

Luckily, TBWA\Sri Lanka, in partnership with Aura incense and the Wildlife Department of Sri Lanka, might have found a way to solve this conflict. Let’s meet the Aura ‘Aliya’ (meaning Elephant), an incense stick that was designed as an elephant repellent. Before bringing the unusual ‘candle’ to the market, the team first tested the product over a period of three years. Finally, it has made its way to a place needed the most: rural parts of Sri Lanka.

Renuka Marshall, Managing Director of TBWA\Sri Lanka, explains the science behind the helpful gadget: “The solution to creating an invisible barricade with the ‘Aliya’ incense stick was a result of the understanding of the behavioral routines of the villagers and elephants.”

“The villagers pray early in the morning and in the evenings, with incense sticks, hoping for a peaceful existence. It was found this was also the time the elephants traveled into the village. With elephants having a very high sense of smell, the opportunity to create a product that fits into the villagers’ daily lives made absolute sense,” the Director continues.

The stick is a result of five non-toxic ingredients – ginger, lemongrass, citronella, palmarosa, and patchouli. The Aliya will burn up to 5 ½ hours compared to just 30-90 minutes of traditional sticks and emits fragrance parallel to the ground for a minimum radius of 20 meters. The gigantic animals sense the smell from far away and will, therefore, maintain a safe distance from the village.

Renuka Marshall concludes: “These efforts continue to keep both elephants and humans separate and safe, something we’re all very proud of.” Now, how great it is going be to see both elephants and humans living their full lives in harmony…

Credits:

Client: Aura

Agency: TBWA\Sri Lanka