Britain's Prince William sent out a video message to parents in China today (06.12.13).
The 31-year-old royal - who welcomed his son Prince George into the world four months ago - has teamed up with David Beckham and NBA basketball star Yao Ming in a bid to persuade the nation to protect their children and endangered wildlife.
He said: "We must stop the demand for illegally traded wildlife products within our lifetimes or these amazing animals will be for ever wiped from the planet. As a father I want our children to know that rhinos are not just a picture in a book."
The three stars recorded the clip in September in the hope that it will save elephants, rhinos and sharks, which are traditionally used in medicines in China and Vietnam, from extinction.
The video is part of an initiative led by the conservation group WildAid, which aims to reduce the demand of illegal wildlife products.
David said: "We can all do our part by sharing this message with buyers of illegal wildlife products. If you do buy ivory, rhino horn, or shark fin I urge you to stop and help us bring these senseless killings to an end."
Yao added: "We must raise awareness and encourage action if we are going to stop the demand for these products. Many consumers change their behaviour when shown the facts. A similar campaign and a government ban at banquets are helping to reduce shark fin consumption in China. We can do the same for ivory and rhino horn."
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