WildAid’s mission is to end the illegal wildlife trade in our lifetimes. We envision a world where people no longer buy wildlife products such as shark fin, elephant ivory and rhino horn. While most wildlife conservation groups focus on protecting animals from poaching, WildAid works to reduce global consumption of wildlife products by persuading consumers and strengthening enforcement. With an unrivalled portfolio of celebrity ambassadors and global network of media partners, WildAid leverages nearly $200 million in annual pro-bono media support. Our message reaches up to 1 billion people every week. WildAid's strategy for achieving this goal is to reduce demand for these products using our slogan: When the Buying Stops, the Killing Can Too.