Li Bingbing endorses ivory trade ban

Chinese actress Li Bingbing, second from right, and business leaders endorse ivory trade ban at the launch of a public service advertisement, Dec 5, 2014. [Photo provided to chinadaily.com.cn]

With 2015 having been designated an "Ivory Free Year", Chinese actress Li Bingbing and business leaders urged the public not to buy ivory products at the launch of a public service advertisement on Friday.

The ad produced by WildAid, a non-government organization opposing illegal wildlife trade, will be shown in cinemas, on TV and all video-media in airports, buses and subways across the country.

"Our ad wants to tell the public the bloody and cruel story behind ivory products, and once people know I believe 95 percent will refuse to buy them," said Li, who attended the filming of the advertisement.

WildAid has nominated next year Ivory Free Year and will launch a series of campaigns around the world raising awareness of the elephant poaching crisis, reducing ivory sale and collection and supporting legislation banning the trade.

Peter Knight, co-founder of WildAid, said the launch is an important step for the organization in protecting elephants in China.

As well as releasing the ad, more than 100 entrepreneurs and celebrities in China have signed the Ivory Free pledge, according to WildAid.

"As China grows up, Chinese companies should do the same and take on more social responsibility," said Huang Nubo, chairman of the Beijing Zhongkun Investment Group.

"This is why we are joining efforts to protect our planet's wildlife. We hope this ethic becomes ingrained in us and is passed down to future generations".