A BARNSTAPLE businesswoman is hoping to raise money to fight ivory poaching with the help of an unusual ally - the tooth fairy.
Elizabeth Mason, owner of the ethical children’s clothing shop Cool in Cloth, has helped launch Care for the Wild’s new Tooth Fairy campaign at her shop in Tuly Street.
The scheme sees children donate the money they receive from the tooth fairy to the cause in small collection bags.
Elizabeth, whose husband was born in South Africa , said the connection with the continent had strengthened her bond with the campaign.
“I go out to Africa every year so we actually go to the elephant park.
“I was very aware that people go out to Africa specifically for hunting elephants and it’s just sickening what they do.”
She said the main aim of the campaign was to help raise awareness of the dangers of the ivory trade among children in the area.
She said: “It’s in sheer numbers that we are going to make a difference, one voice I feel doesn’t really work.
“If we get the next generation involved it helps.
“We are considering doing a day about it and contacting the local schools. Its going to be a gradual thing that people will become more and more aware of.”
Helen Reid, account Director at Care for the Wild, said Elizabeth had proved invaluable in setting up the tooth fairy campaign.
She said: “Elizabeth has ties with Africa. She has got first hand knowledge that few people have.
“She is basically one of our main supporters in the campaign.
“She really is vital in the campaign and has been a really great support to us in the scheme’s planning stages.”