At its very best, advertising can do more than just make people think or change behaviour on an individual basis. Sometimes, great social awareness advertising can change a society’s views. When the letter for “Chor Chang” – which includes the Thai word for elephant – began to disappear from the names of celebrities, newspapers and companies, Thai citizens realized the damage being done by the ivory trade. In the wake of the campaign, Thailand changed its laws, destroying illegal ivory stockpiles, closing dealers, and wiping out the trade in elephant ivory.