In March 2018, The Mountain launched its new “Protect” line of T-shirts, hats, mugs and tote bags featuring some of the globe’s most vulnerable, threatened or endangered animal species. There’s a higher purpose behind Protect besides just putting out jaw-dropping images of animals: The Mountain is dedicating a percentage of Protect sales back to seven non-profit conservation organizations working to ensure a future on these magnificent creatures. Today, we take a deeper look at one of those seven organizations were partnering with.

WHO: African Wildlife Foundation

WHERE: Headquarters are in Nairobi, Kenya, with offices globally.

THE SITUATION: Africa is undergoing rapid change that is reflected in the land, the people and the animals that live there. Certain animal species face extinction (including mountain gorillas), while others face the pressure of poaching motivated by a lucrative illegal wildlife change. Add to this mix wildlife habitat that is under tremendous pressure from both large-scale forces (climate change) and regional pressures (like land clearing) and you have an ecological hotspot with multiple species in need of intensive conservation assistance.

WHAT THEY DO (NUTSHELL VERSION): The African Wildlife Foundation’s mission is to ensure wild life and wild lands thrive in modern Africa.

WHAT THEY DO (DETAILS): The AWF has been solely focused on African conservation projects for more than 50 years. Their work is concentrated in four separate, but equally important, areas: wildlife conservation, land and habitat protection, community empowerment and economic development. Undertaking a wide range of projects, the AWF works first and foremost to protect more than 80 wildlife species from a host of threats – whether that’s poaching, deforestation or habitat loss. The AWF has been among the leading organizations in elephant protection in Africa since its founding in 1961.