The consumption of wildlife products such as shark fin, ivory, rhino horn, tiger parts, pangolins and now manta rays devastates the wild populations of these species, compromises ecosystems and undermines communities and economies across the planet. Efforts to protect wildlife in their native habitats require significant investment year after year, which is often trumped by the poachers and the prices commanded for wildlife products. Corruption and a lack of capacity for effective enforcement further hampers protection efforts.

The Objective

The TreadRight Foundation is helping to fund WildAid’s 'Conservation Through Communication' campaign with the aim of reducing demand for illegal wildlife products.

WildAid focuses on reducing the demand for endangered species products by specifically targeting consumers with engaging public service announcements and education initiatives. The 'Conservation through Communication' program is focused on Asia, where demand for these products is highest.

The campaigns use sophisticated, culturally-appropriate and compelling 30-second Public Service Announcements featuring more than 100 of Asia’s biggest stars and world-class athletes to deliver the message: When the buying stops, the killing can too.


An estimated 100 million sharks are killed every year with fins from up to 73 million used for shark fin soup.

The Impact

WildAid’s campaign to reduce the demand for shark fin soup in China over the past eight years has resulted in a 50-70% reduction in consumption as estimated by media reports.

WildAid’s goal is to use existing methodology, networks, and contacts from its shark fin campaign to raise awareness in Vietnam and China of the rhino-poaching crisis; support Vietnamese lawmakers in banning rhino horn sales and increased enforcement efforts there and in China; and measurably reduce demand for rhino horn in Vietnam and China.