narrator: wild aid features celebrities like chinese basketball legend yao ming to educate the chinesepublic about ivory. knights: well, the chinese government has been very supportive. we've been very lucky that cctv, which is the main govevernment run tv station inin china, h has run ourur messages in prime time. hutson: when they're surveyed, up to 70% of chinese consumers say they didn't know that for them to buy an i ivory trinketet means that an elephant actually has to die. and once they learned that fact, , most of them say they will no longer bubuy ivory. narrator: must africa's elephants go extinct? saving them calls for a multifaceted solution. hutsonon: have to l look at the demand side, at the supply side. we have to cooperate internatioionally. wewe have to involve businesses and statecraft and private citizens and ngos and law enforcrcement, and we have to educate people worldwide that your ivory trinkets mean that an elephahant has to die. thornton: we need to go back to the total ivory ban, including complete ban on domemestic trade in china and japan. if china andnd j