Subject: A Vision for Coexistence: Transforming Human-Elephant Conflict into a National Opportunity

His Excellency Anura Kumara Dissanayaka
President of the Democratic Socialist Republic of Sri Lanka
Presidential Secretariat, Colombo 01

Your Excellency,

I write to you not only as a researcher from the University of Sri Jayewardenepura, but as a citizen who witnesses the silent crisis unfolding daily in our dry zone—a crisis that claims the lives of both farmers and the majestic elephants that roam our lands. The human-elephant conflict (HEC) has reached a critical juncture. With over 3,000 elephant deaths and hundreds of human fatalities in recent years, we are losing more than statistics; we are losing our heritage, our livelihoods, and our shared future.

However, within this crisis lies an unprecedented opportunity—one that aligns conservation with economic development, and community resilience with national pride. Our recent research in the Matale District, one of the epicenters of this conflict, reveals a transformative pathway: marketing for coexistence.

Your Excellency, the findings are clear. Communities are not merely victims of HEC; they are potential partners. Our surveys and focus group discussions show that while farmers live in fear of losing an entire season’s harvest in a single night, they also hold deep cultural reverence for the elephant—a reverence that can be mobilized for conservation. Yet, traditional interventions—fences, translocation, and sporadic compensation—have failed because they address symptoms, not mindsets.

We propose a paradigm shift: a marketing-led, multi-stakeholder framework that reframes elephants from liabilities into assets. This approach, detailed in our ICMM 2026 study, advocates for:

1. Community-Based Tourism (CBT) – empowering villages to host ethical elephant-watching experiences, generating income while fostering stewardship.
2. Eco-Branding of Agricultural Products – certifying crops grown in coexistence zones, allowing Sri Lankan produce to access premium global markets.
3. Behavioral Nudges and Technology Adoption – deploying low-cost virtual fence systems and mobile alerts, co-designed with communities to ensure uptake.
4. Policy Entrepreneurship – positioning NGOs and local leaders as catalysts for change, bridging grassroots realities with national strategy.

Your Excellency, this is not a distant dream. The USAID models and emerging research from Asia demonstrate that coexistence is achievable when marketing principles—value co-creation, stakeholder alignment, and behavioral change—are applied with cultural sensitivity. Our proposed five-year roadmap begins with pilots in Years 1–2, scales proven models in Years 3–4, and delivers measurable reductions in fatalities and income growth by Year 5.

I respectfully urge your consideration of a Presidential Task Force on CoexEconomy, tasked with:

Mainstreaming conservation marketing into national agricultural and tourism policy.

Incentivizing private sector investment through CSR partnerships.

Establishing transparent metrics to monitor progress and ensure community benefit.

Sri Lanka has long been a beacon of biodiversity and cultural richness. Let us now become a global model for human-wildlife coexistence—where farmers prosper, elephants thrive, and our nation leads with innovation and compassion.

I would be honored to present our full findings and facilitate a multi-sectoral dialogue at your convenience. Together, we can transform conflict into coexistence.

With respect and hope,

Devaka J. Punchihewa
Senior Lecturer
University of Sri Jayewardenepura
0718077147

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Elephants are gigantic, adorable creatures that have roamed the earth for millions of years. They are not just animals; they are an integral part of our heritage and natural environment, especially in Sri Lanka, where they are deeply intertwined with the culture and history. However, these majestic beings are now at an alarming risk. They are losing their right to live on the very land they have owned for centuries.

The expansion of human settlements, deforestation, and agricultural expansion are severely encroaching upon the habitats of the Sri Lankan elephants. According to the Department of Wildlife Conservation of Sri Lanka, the elephant population has dwindled significantly in recent years, dropping from approximately 12,000 in the early 20th century to merely around 6,000 today. This reduction is primarily due to habitat loss, human-elephant conflicts, and increased poaching.

It's heartbreaking to witness these beautiful giants, which symbolise strength and power, being pushed into pockets of shrinking forests. When their migration paths and habitats are disrupted, the elephants come into conflict with human settlements, leading to unfortunate and often deadly encounters.

In addition to their ecological significance, elephants are keystone species. They play a critical role in maintaining the biodiversity of the ecosystems in which they reside. Their movements and feeding habits help in seed dispersal, which is essential for forest regeneration and the overall health of the environment.

To protect these gentle giants, we must take immediate and collective action. The Sri Lankan government, international conservation organizations, and local communities need to implement comprehensive strategies for their protection. This includes:

1. Creating and enforcing more extensive wildlife corridors to ensure safe passage for elephants between fragmented habitats.
2. Implementing strict anti-poaching laws and increasing patrolling in protected areas to combat illegal hunting activities.
3. Promoting community-based conservation efforts to involve local communities in protecting elephants and their habitats sustainably.
4. Enhancing awareness and education programs on the significance of elephants and the ecological impact of preserving their habitats.

By signing this petition, you are joining a global effort to safeguard the future of Sri Lankan elephants. Stand with us in advocating for policies that protect these magnificent creatures and ensure they can thrive in their natural habitats for generations to come. Our actions today will determine the legacy we leave behind for future generations.

Please sign this petition to make a meaningful change in the lives of Sri Lankan elephants.