ent action, can reduce demand significantly — and rapidly. Late in the last decade, an aggressive public campaign led by WildAid and Chinese athlete Yao Ming — combined with government bans on the use of shark fin soup at government functions — caused a dramatic drop in public demand for the product. Sev

rever." Chinese Arts & Crafts' decision follows public pleas =o end the ivory trade in Hong Kong and Mainland China. In April 2013, =ormer NBA star Yao Ming launched a =ampaign with WildAid, the African Wildlife Foundation, and Save the =lephants to reduce demand for ivory and rhino horn. In January, Chi