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With proceeds generated by The Elephant Story store, The Elephant Story has adopted Rueang Jay (Story from the Heart) also known as Nong Am.

Through The Golden Triangle Asian Elephant Foundations (GTAEF) Adopt-an-Elephant program, The Elephant Story will donate $15,000 (USD) per year to pay for Rueang Jay's daily food and veterinary care.

In honor of The Elephant Story's generous donation, GTAEF gave Baby Nong Am a nom de plume of Rueang Jay (Story from the heart) to fit Rueang Chang (Elephant Story).