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WildAid‘s slogan “When the buying stops, the killing can too” embodies its misson to end the illegal wildlife trade in our lifetime. Peter Knights, WildAid’s co-founder and Executive Director, is a leading advocate for demand reduction to save endangered species. Using celebrity “ambassadors” to deliver its message, WildAid educates consumers of wildlife and wildlife products of the impact of their purchases and changes values and behavior by making wildlife products undesirable. Former NBA basketball star Yao Ming, soccer star David Beckham, actors Jackie Chan, Leonardo DiCaprio and Li Bingbing, and HRH Prince William have all appeared in WildAid’s public service announcements – which have aired throughout China and elsewhere.

EJF Philanthropies provides support to WildAid’s China Ivory Demand Reduction Campaign as well as general support. In addition, EJF/P provided initial funding for WildAid’s Thailand Ivory Demand Reduction Campaign.