Our mission is to reduce the demand for illegal wildlife products in key markets globally, generating the necessary international will to decimate the illegal wildlife trade within our lifetimes and make wildlife conservation a global priority.

Our China campaign addresses three core challenges:

Consumer Demand: Traditional use of wild resources coupled with increased buying power has reduced or eliminated many wildlife populations and degraded natural habitats throughout Asia and globally. Projected increases for population growth and affluence in key consumer countries suggest these problems are likely to increase considerably.

• Solution: Using high-profile celebrities and innovative multi-media campaigns, ACAP directly influences attitudes of consumers, changing the way they see the natural world and wildlife.

Political Will: A lack of local resources, expertise and political support in key consumer and source countries has meant that effective enforcement of laws and sponsorship of change remains limited.

• Solution: In addition to recruiting the region's top cultural leaders, we work locally to engage key political leaders in directly endorsing and assisting the regional campaign through effective enforcement of wildlife crime laws.

Environmental Consciousness: Media and cultural leaders in both source and consuming countries often fail to address environmental concerns and the need for wildlife conservation, resulting in low levels of environmental awareness and responsibility among consumers.

• Solution: WildAid works behind the scenes in schools and colleges, with local communities, media and leaders, to reduce demand for endangered species products on the ground and create a new wildlife constituency for the future.