JOHANNESBURG (AP) — “Black Panther” star Danai Gurira has traveled to Zimbabwe to join a campaign aimed at protecting rhinos from poachers.

The WildAid conservation group says Gurira, who mostly grew up in Zimbabwe, is participating in a publicity campaign called “Poaching Steals From Us All” that will run across Africa.

Gurira appears in an anti-poaching video that opens with a scene from the “Black Panther” movie in which her character, Okoye, steps in front of a charging rhino that abruptly stops and licks her cheek.

“We’re losing our heritage and an important attraction for our tourism industry,” Gurira says. She urges people to report wildlife crime.

China and Vietnam have also been targeted in campaigns to reduce demand for rhino horn. Some consumers believe the horn can cure illnesses.

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About WildAid

WildAid is a non-profit organization with a mission to end the illegal wildlife trade in our lifetimes. While most wildlife conservation groups focus on protecting animals from poaching, WildAid primarily works to reduce global consumption of wildlife products such as elephant ivory, rhino horn and shark fin soup. With an unrivaled portfolio of celebrity ambassadors and a global network of media partners, WildAid leverages more than $230 million in annual pro-bono media support with a simple message: When the Buying Stops, the Killing Can Too. 

Journalists on deadline may email communications@wildaid.org