The Power of Connection and Collaboration: Say NO to Ivory Campaign in China

Illegal wildlife trade stands as one of the most immediate drivers of species endangerment and extinction. Driven by vast commercial profits, large numbers of wild animals have fallen victim to industrialization and globalized trade. From the late 1990s through the 2010s, ivory trade drove African elephants to the brink of extinction. To confront this emergency-the greatest human-induced species crisis in natural history-the International Fund for Animal Welfare (IFAW) collaborated with public and private sectors for a behavior-change initiative across the Chinese mainland and broader Asian regions – Say NO to Ivory campaign starting from 2007. The campaign aimed to reshape the understanding of policymakers, law enforcement agencies, trade sectors, and consumers regarding the elephant survival crisis. By advocating for international policy improvement and reform in related nations and regions, IFAW mobilized political leaders worldwide, key figures from relevant trade industries, and influential opinion leaders in cultural and media fields, and conducted a decade-long social behavior change campaign. Key milestones include the prompt enactment of laws and legislation in China against ivory trade in accordance with international conventions, and through enhanced Sino-US cooperation and dialogue, a bilateral agreement was ultimately reached to jointly implement an ivory trade ban.