In 2013, WildAid launched a three-year campaign to reduce demand for elephant ivory in China. Our goal is to use existing methodology, networks and contacts from our successful shark fin campaign to achieve the following:
- Raise awareness in China of the elephant poaching crisis
- Support Chinese lawmakers in banning ivory sales
- Measurably reduce demand for ivory in China, Hong Kong and Thailand
The campaign launch featured new public service messages from longtime WildAid Ambassador Yao Ming as well as actor/director Jiang Wen that were broadcast thousands of times on nearly two dozen TV channels in the first two months of the campaign.
In addition to the new TV messages featuring Yao Ming and Jiang Wen, we also produced messages with leading Chinese actress Li Bingbing, actor Edward Norton, and NBA stars Tyson Chandler, Pao Gasol, Serge Ibaka, Thabo Sefolosha, Al Horford and Joakim Noah. WildAid also collaborated with The Duke of Cambridge (Prince William), sports icon David Beckham and Yao Ming on PSAs filmed in London for worldwide distribution.
'No Hype' NBA Cares, Nick Brandt, and WildAid from WildAid on Vimeo
Through this campaign, WildAid has developed key partnerships with Save the Elephants, African Wildlife Foundation, the National Basketball Association and the Clinton Global Initiative. We continue to liaise with the Chinese State Forestry Administration and are encouraged to see effort to phase out the commercial ivory trade in China — the single largest step that can be taken to save Africa's elephants.
In 2015, we are continuing to build momentum by creating new messages and extensive street-level and social media campaigns. Our continuing partnership with Sina Weibo (i.e. China’s Twitter) will help spread our messages as we create an editorial board of celebrity ambassadors to share facts alongside their personal views online.
The Impact Timeline:
- June 2015: We debuted our first Hong Kong elephant PSA at a HK “Say No to Ivory” launch event at the APM shopping mall in Kwun Tong on June 13th.
- June 2015: In the month of June, 138 of our Ivory Free billboards ran in eight Chinese airports, reaching an estimated 15.2 million people.
- April - May 2015: Distributed 508 billboards, including the Lang Lang and Li Bingbing ads, at subway stops along Beijing's line 4.
- March 2015: Published a report summarizing the findings of our October 2014 ivory survey of residents in Beijing, Shanghai and Guangzhou. Our report highlighted an increase in consumer awareness of the ivory trade’s devastating impact on African elephants: 70.6% of participants in 2014 think elephant poaching is a problem, compared to just 46.6% in 2012, an increase of 51.5%. Meanwhile, the number of respondents who believed elephants were poached for their tusks increased by 44.8% since 2012. An online survey found that 56.1% of participants had seen WildAid PSAs featuring ambassadors Yao Ming or Li Bingbing and of those, 90.1% said they wouldn’t buy ivory after viewing the PSAs.
- January - March 2015: Distributed 107 Li Bingbing Ivory Free billboards throughout three Beijing and Shanghai airports between December and February 2015. To coincide with Prince William's visit to China in March 2015, we placed over 100 billboards featuring Prince William, David Beckham and Yao Ming in airports in Beijing, Shanghai and Chengdu. We also released billboards featuring Tony Jaa, Li Bingbing and David Beckham at the Bangkok International Airport in Thailand.
Actor and martial artist Tony Jaa stars in an Ivory Free ad for Thailand
- May 2015: Released a new Ivory Free message featuring Chinese concert pianist Lang Lang. An abbreviated ad was displayed on Citi Tower on the Shanghai Bund.
- April 2015: Filmed a new PSA with Thai actor and martial artist, Tony Jaa, for distribution throughout Thailand.
- November 2014 - May 2015: Produced new Ivory Free public service announcements with actors and new WildAid Ambassadors Jeremy Renner, Joaquin Phoenix, Taylor Kitsch and Johnny Knoxville, as well as the cast from The Walking Dead, including Andrew Lincoln, Norman Reedus, Danai Gurira, Michael Cudlitz, Melissa McBride, Lauren Cohan and Steven Yeun.
- December 2014: Released "Hunted" featuring Li Bingbing in partnership with Wanda Cinema Line Corporation. The PSA is being shown in 150 cinemas on more than 1,300 screens throughout China prior to movie screenings.
- November 18, 2014: Coordinated the launch of our Ivory Free campaign in conjunction with the U.S. broadcast premiere of "Saving Africa's Giants with Yao Ming" on Animal Planet in the U.S.. The Ivory Free campaign asks people to pledge to never buy, own or accept ivory as a gift, and to support stricter government ivory bans. In the first week of the campaign, more than 12,000 people took the pledge. Ivory Free was developed in partnership with Animal Planet, African Wildlife Foundation and Save The Elephants.
- September 27, 2014: Debuted “Last Days”, a 3-minute animated short film dramatizing the connection between the ivory trade and terrorist groups produced in collaboration with Oscar-winning director Kathryn Bigelow at the New York Film Festival.
- August 2014: Released three new Yao Ming billboards to accompany the Chinese premiere of "The End of the Wild." The ads were distributed throughout Beijing and Shanghai in airports, taxis, subways, bus stations and 100 bus stops.
- August 8, 2014: Launched our Yao Ming documentary "The End of the Wild" in China, which aired in two parts on China Central Television.
- May 2014: Released "Beauty", a new public service announcement featuring actress Li Bingbing in China.
- March 2014: Enlisted Hong Kong's biggest ivory retailer, Chinese Arts & Crafts, to stop selling ivory.
- March 2014: Partnered with NBA Cares to launch "No Hype", a new public service message featuring Pau Gasol, Al Horford, Serge Ibaka, Thabo Sefolosha, and Joakim Noah.
- March 4, 2014: Former NBA star and WildAid Ambassador Yao Ming delivered a petition to the Chinese People's Political Consultative Conference (CPPCC) asking China's government to ban the sale of ivory.
- February 2014: China's 36 top business leaders released a pledge to never purchase, possess or give ivory as a gift. WildAid China Board Chairman Huang Nubo spearheaded pledge recruitment including Cao Guowie, Ceo of Sina Corp., China's largest internet portal, as well as the Chairman of Lenovo and 10 individuals from the Forbes 2013 China Rich List, including Jack Ma, founder of the Alibaba Group.
- January 2014: We are one of a few NGOs invited to attend China's crushing of more than 6 tonnes of seized ivory in Guangdong.
- January 2014: "Say No to Ivory" billboards featuring actress Li Bingbing were placed at 100 bus stops across Beijing.
- January 2014: Released "Party", a new public service announcement with actor Edward Norton
- January 2014: Additional "Say No to Ivory" public service messages featuring China’s leading actress, Li Bing Bing, begin being broadcast in China.
- January 2014: Yao Ming appeared on CNN International to discuss the demand for ivory and the elephants he saw killed for their tusks during his visit to Africa with WildAid.
- 2013: Distributed our elephant public service messages throughout China and secured more than 7,697 airings across 22 TV channels, amounting to $15 million in pro-bono broadcast value.
- December 2013: We launched "Fatherhood", a new public service message featuring The Duke of Cambridge (Prince William), sports icon David Beckham, and Yao Ming.
- November 2013: African Wildlife Foundation officially joins the “Say No to Ivory” campaign.
- November 2013: Our Executive Director, Peter Knights, joined an expert panel in Denver, Colorado as America crushed nearly six tons of seized ivory.
- November 2013: Together with NBA Cares, we launched a broadcast and social media campaign in China featuring Pau Gasol of the L.A. Lakers and Tyson Chandler of the N.Y. Knicks.
- October 2013: WildAid Ambassador, artist, and activist Asher Jay created the “Blood Ivory” and “Africa’s Panda’s” campaigns for publications in China and an English language social media initiative.
- September 2013: Actor Edward Norton becomes a WildAid Ambassador, filming a public service message to stop the demand for ivory.
- September 2013: The Duke of Cambridge (Prince William), sports icon David Beckham, and Yao Ming meet in London to film a public service message on the ivory trade for WildAid.
- September 2013: We re-launched Yao Ming’s blog as he re-visits Kenya to continue filming for “The End of the Wild” documentary to be released in 2014.
- May 2013: “War” a public service message featuring China’s leading actress, Li Bingbing, was released and began airing in China.
- April 2013: Together with Yao Ming and Save the Elephants we launched the “Say No to Ivory” campaign in Beijing.
- April 2013: CCTV and nearly two dozen broadcast stations began airing several public service messages featuring Yao Ming’s recent visit to Africa.
- March 2013: We compiled the Ivory Demand in China report, showing a significant lack of knowledge among China’s residents regarding ivory poaching and a strong willingness to ban ivory once presented with the facts of the trade.