WildAid is an international non-governmental organisation (NGO) whose mission is to end the illegal wildlife trade in our lifetimes. WildAid views the illegal wildlife trade fundamentally as a matter of economics – of supply and demand. They operate six different programs focusing on elephants, rhinos, sharks, manta, tigers and climate change.

WildAid is the only organisation to focus on reducing the demand for wildlife products with the strong and simple message: when the buying stops, the killing can too. WildAid works with Asian and Western celebrities and business leaders to dissuade people from purchasing wildlife products via public service announcements and educational initiatives, reaching up to approximately one billion people per week in China alone.

WildAid works to measurably raise awareness and concern about the impact of the consumption of shark fin soup on shark populations and marine biodiversity.

In partnership with media networks in China, WildAid broadcasts its “Say No to Shark Fin” campaign messages via TV and other media outlets, including video boards in subway and train stations, airports, and university campuses. WildAid produced many high quality TV PSAs on shark fin for China with its celebrity ambassadors Yao Ming and others, including prominent Chinese CEOs. The latest campaign features several new PSAs including sports icon David Beckham, actor and director Jiang Wen, actress Maggie Q, and NBA basketball star Jeremy Lin.

WildAid’s campaigns, in combination with government bans at official events, have contrib­uted to a reported 50% decrease in China’s shark fin consumption.

In the upcoming year WildAid will continue its work with governments in consuming nations, increase restaurant and hotel partnerships, and recruit more ambassadors for additional media outreach. WildAid also recently expanded its reach through a merger with Shark Sav­ers to work closely with the diving community on a global scale.

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