Tiffany & Co. has launched the #KnotOnMyPlanet campaign to raise millions to support ending elephant poaching and to stop global trafficking and demand for their ivory. As a member of the U.S. Wildlife Trafficking Alliance, and as part of Tiffany’s commitment to sustainability, the campaign asks people to never forget elephants by donating to the Elephant Crisis Fund.

The campaign will appear across social media platforms.

It features some well-known friends of the House wearing a knot and a paillonné enamel and 18k gold elephant clip from the 2016 Tiffany Masterpieces Collection, which Tiffany will donate to the cause.

Launching during New York Fashion Week, there will also be a cocktail event co-hosted by Frederic Cumenal, CEO of Tiffany & Co., model Doutzen Kroes and writer Derek Blasberg.