By Russell Flannery
Chinese basketball star Yao Ming kicked off his latest campaign with wildlife protection group WildAid, this time to reduce ivory demand and raise awareness of elephant poaching.
Yao, a past member of the Forbes China Celebrity list and Forbes Asia’s Heroes of Philanthropy List, appeared with WildAid co-founder Peter Knights at a press conference in Shanghai. “To protect these endangered animals, we must reduce market demand,” said Yao. “When people in China know what is happening to the ivory trade, they will say no to these products.”
Current demand kills 25,000 African elephants annually, according to a WildAid press release.
Yao has previously supported efforts to reduce Chinese demand for shark fin.