20 Years of Conservation: WildAid’s Impact in China

This year marks 20 years of WildAid’s work in China, reflecting two decades of collaboration with government agencies, community leaders, corporate partners, and cultural icons who have helped shift public attitudes toward wildlife, oceans, and climate action. What began in 2005 with a single staff member working out of a hotel room has grown into a dedicated team based in Beijing.

We celebrated this milestone with a special anniversary event in Beijing on December 16th. Joined by WildAid ambassadors including Yao Ming, Huang Xuan, and Wu Lei, and over 200 guests, we honored 20 of our most dedicated partners and reflected on what we’ve been able to accomplish together.

Reflecting on the longevity of the movement — and the relationships that have shaped it — longtime WildAid ambassador Yao Ming spoke to the power of walking alongside one cause over time. 

“Back in 2005, there were several nonprofit organizations I worked with, including WildAid. But among them, WildAid is the only one I’ve walked alongside for twenty years. Along the way, many people have influenced me — and through me, gone on to influence many others. It’s been a process of mutual empowerment. I hope more people will join this movement and, through their words and actions, inspire even more people.” 

Actor and WildAid ambassador Huang Xuan echoed that sense of long-term impact, drawing a parallel between conservation and the quiet growth it requires: 

“Working with WildAid to advocate for environmental protection has been one of the most meaningful things I’ve done. Last year, at a mangrove reserve in Sanya with WildAid, I saw a thousand-year-old mangrove tree — its canopy stretched wide, and its trunk was so large that even three people holding hands couldn’t wrap their arms around it. On the same day, we planted a patch of young mangrove saplings together — so small and fragile. But I believe that one day, they too will grow into towering trees and become habitats for wildlife. I think conservation work is just like that. As long as we keep planting seeds in people’s hearts, positive change will eventually take root and grow.” 

WildAid President and Chief Program Officer John Baker spoke to the idea that set everything in motion — and how far it has carried. 

“Twenty years ago, WildAid came to China with a simple yet bold idea: Conservation Through Communication. This concept was not mainstream at the time, and its effectiveness was completely untested. But what followed was something we could hardly replicate anywhere else.” 

Speaking at the event, several of our partners specifically mentioned how they’d been inspired in their youth by Yao Ming in the WildAid PSAs they saw on TV. These images not only inspired them to embrace their love of wildlife and the environment, but also a shared responsibility for its protection:

“… when I was very young, in my hometown, a small fourth-tier city, I sat in front of the TV and saw WildAid PSAs with elephants, sharks, and tigers, full of life,” shared Clark Wang, VP-Asia, Warner Bros, during the event. “These images and public advocacy formed my sense of boundary in this world — the bottom line is morality, above is infinite curiosity. At that time, I saw Mr. Yao Ming, Mr. Jackie Chan, Prince William, and Beckham wearing the classic black WildAid T-shirt, advocating for the protection of wild animals, and I knew what an outstanding person should do.”

Our tagline in China, “Action Starts the Movement,” perfectly encapsulates what we’ve witnessed over WildAid’s lifetime.

Through partnerships with influential ambassadors like Yao Ming and the production of more than 350 videos and hundreds of minutes of documentary content, WildAid’s campaigns have reached billions each year — contributing to a 70% reduction in the consumption of pangolin products, influencing the country’s ban on ivory, and helping shift public awareness, policy, and social norms.

Looking ahead, WildAid will continue to empower people by affirming that the greatest opportunity for change on Earth is us.  We aim to grow our community — strengthening existing partnerships, welcoming new ones, and moving forward together to show what shared responsibility and daily action can achieve.

A huge shoutout to Jackie Chan and all the ambassadors who submitted personal videos helping us celebrate 20 years in China!