18th February, 2004

ACAP, a programme of WildAid, is an innovative, multi-disciplined approach to international conservation. Our objective is to reduce consumer demand for wildlife parts and products by directly influencing the attitudes of consumers. ACAP believes that through education and information we can encourage people globally to take action in support of wildlife and our natural environment.

The international illegal wildlife trade is estimated by Interpol to be worth US$10-20 billion annually. Only the illegal trades in drugs and arms are thought to be more profitable. Many species such as the tiger, Indian one-horned rhino, Asian elephant, musk deer and sloth bear are on the brink of extinction as a result of this illegal trade. They are poached from the wild and either sold as traditional medicine, exotic meat, charms, trinkets and carvings or used for entertainment purposes. This illegal trade continues to take the lives of wildlife rangers, anti-poaching teams and poachers, all of whom put their lives at stake. In response to this, WildAid, with the support of local wildlife groups and international advertising agency, J. Walter Thompson, created ACAP to curb the demand which drives the trade. Launched in 1996, it now campaigns in the consumer markets of Hong Kong, Malaysia, Singapore and Thailand, with plans to launch in mainland China.

ACAP India is now being launched as a programme of WildAid and the Wildlife Protection Society of India (WPSI).

Renowned film and sports celebrities including Amitabh Bachchan, Sachin Tendulkar, Saurav Ganguly, Shashi Kapoor, Naseeruddin Shah and Vikram Seth have shown their generous support for the ACAP India campaign and are helping to deliver our vital message, showing how we all have a stake in protecting India’s magnificent wildlife.

ACAP is a cooperative initiative that complements anti-poaching efforts and endangered species protection laws by leveraging long-term support from governments, the media, local wildlife groups, corporations and celebrities.

Our celebrity endorsement messages are seen by over 500 million people each week via our media sponsors Bloomberg Television, CNN, Discovery Channel, Animal Planet and STAR TV, to name but a few. 78% of those surveyed in an ACAP poll in Taipei said that they would never buy endangered species products again after seeing ACAP’s compelling Public Service Announcements.

Heads of State, such as the former Prime Minister of Thailand, His Excellency Khun Anand Panyarachun have endorsed the ACAP campaign. A host of celebrities, such as our International Ambassador action-film hero Jackie Chan, Hollywood actors, Minnie Driver and Ralph Fiennes, award winning film director Ang Lee and Malaysian star Michelle Yeoh have also filmed ACAP conservation messages.

ACAP has a global outlook with a local agenda. We aim to work closely with governments, communities and businesses to achieve common goals through our local partners.

By making a collective effort, we can secure the future of endangered wildlife for future generations.

“When we all come together, we can do anything.”