The brief: thousands of elephants are being mistreated. Mostly in Asia. Tourism is the culprit. Condemning elephant tourism might help reduce patronage of these businesses. But the captive elephants would remain, and less income could potentially make life even worse for them. Instead, use public pressure and travel-industry pressure via social media, to create demand for humane elephant tourism, making it a more attractive business model. Create a digital-media rallying cry, and a full articulation of the dilemma, via a "digital report" website. The solution: #UniteForTheHerd, and accompanying support.