| Asian Conservation
Awareness Programme India
18th February, 2004
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.
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
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
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
By making a collective effort, we can
secure the future of endangered wildlife for future
“When we all come together, we can do anything.”