Asian Elephant Parade grips London
28th May 2010

London has been gripped by a mania for elephant statues, many painted by famous artists, which appeared in public parks throughout the capital on 1st May 2010. The brainchild of Mark Shand, the brother of HRH The Duchess of Cornwall, the Elephant Parade is a conservation campaign that highlights the urgent crisis faced by the endangered Asian elephant. Conservationists estimate that between 25,000 and 30,000 Asian elephants remain in the wild - with almost half that number in India - but with the population declining dramatically, the Asian elephant could become extinct within the next few decades. Mr Shand's campaign hopes to raise sufficient funds to build elephant pathways between forests so that Asian elephants can move freely without endangering local residents.

The parade has become London's biggest outdoor public art event on record. Over 258 brightly painted life-size elephants are on display in London until 23rd June. Thereafter, the statues will be moved to the Royal Hospital Chelsea from the 25th until 28th June, for viewing by the public prior to being auctioned on 3rd July 2010. Each fibreglass (pachyderm) elephant statue, decorated by a different artist or celebrity, has had London residents tweeting and emailing their favourite sighting locations. With an estimated audience of 25 million, the campaign aims to raise £2 million for the Asian elephant and benefit 20 UK conservation charities.

"All those who grew up with Colonel Hathi in the Jungle Book film, or those even older (like me) who remember him from the book of Mowgli by Kipling, must be shaken to know that without our help the magnificent Asian elephant may die out altogether. How dreadful to think that we may cause the extinction of this giant in our lives: and how fabulous to know that by supporting Elephant Parade and Elephant Family we can turn the tide and ensure their survival. Don't leave it until it is too late: join me and a thousand others and give now. Remember: elephants never forget. Let's make sure they will still be there to remember that we didn't turn our backs on them." Joanna Lumley, Elephant Parade Patron, May 2010

My personal favourite? The pearly prince as spotted in the window of Coutts bank on The Strand (pictured above, left). This little pink charmer, decorated in pearls and rhinestone has his own security guard, but ask nicely and you can walk inside to take photographs.

Visit www.elephantparadelondon.org for further information. Bids for statues can be placed at www.givinglots.co.uk and mini elephant statues are available at Selfridges, 80 Regent St, 36 Carnaby St and Greenwich Central Market or at the elephant parade online shop.

About the Elephant Family

Mark Shand is actively involved in conservation and runs Elephant Family, a small but hugely ambitious charity working to save the Asian elephant from extinction in the wild. Registered in 2002, Elephant Family has developed into a lean and focused force for the endangered Asian elephant. Acutely aware of overcrowding in the charity sector, they exist out of urgent necessity due to a serious lack of investment and attention going into elephant conservation.

Elephant Parade represents the greatest opportunity to date to raise funds and awareness for our cause. Elephant Parade is a social enterprise founded by father and son Mike and Marc Spits. Through their exhibitions, they aim to raise support for the endangered Asian elephant, with benefits of Elephant Parade being donated to Elephant Family. Find out more about the charity at www.elephantfamily.org