London Week: Elephant Parade

The elephants are coming . . . to a park near you. A few cities have had their fair share of painted animals—eagles, orcas, bulls—adorning their streets for various reasons but seeing elephants in London I admit was unexpected. The fund- and awareness-raising initiative of Elephant Family, an 8-year-old U.K. not for profit fighting to protect the Asian elephant and its habitat, is creating quite a stir in the capital, intriguing locals and tourists alike. It’s hoping to attract an audience of 25 million, and raising a projected £2 million during the length of the project (May to July 2010).

So how does the scheme work? The 258 painted pachyderms are placed in parks, pedestrian areas and squares throughout Central London and a small sign on the base offers a brief explanation and mobile or web-based calls to action.

A pop-up store can also be visited on the bustling, tourist-infested Carnaby Street steps away from Piccadilly Circus and Regent Street.

There you can find miniature replicas of the art—the street-dwelling originals are life-sized youngsters—and get details on the organization’s efforts. All the elephants are up for auction but if your living room is cramped as it is there are other ways of getting involved.

A great idea, thoroughly executed.