The first installment of two WildAid public service messages premiered in Shanghai this week, featuring the Duke of Cambridge speaking Mandarin, David Beckham looking very David Beckham and Yao Ming, who is tall. The three forces combined to advocate the protection of elephants, rhinos and sharks in WildAid’s demand reduction campaign that will be airing globally, with targeted outreach in China and Vietnam.
According to their web site, “WildAid’s mission is to end the illegal wildlife trade in our lifetime by reducing demand through public awareness campaigns and providing comprehensive marine protection.”
Illegal trading, specifically ivory trade, continues to be a highlighted problem within China. Just last month, three Chinese nationals were arrested in Tanzania when authorities found around 1.9 tons of illegally poached ivory goods in their homes, which the deaths of over 350 elephants contributed to.
Shark-protection measures have also been implemented throughout China. Last September, the Hong Kong government announced that shark fin soup would be dropped from the menus at official functions, and employees were banned from eating the dish elsewhere. The lessening demand for shark fin soup has already shown a substantial shark population increase.
Related: Say No to Ivory and Rhino Horn PSA: ‘War’, featuring Li Bingbing