Even as the world’s leaders gather in London for the global wildlife trade summit, we all know what part of the world they have their eyes on.

China, where everyone knows demand for wildlife products is the highest.

I welcome the attention. Because in the last few months, we have made huge strides in my home country to fight wildlife trade, promoting awareness, changing attitudes, and ultimately reducing-perhaps in some cases, eliminating-this demand.

In just two days after the International Fund for Animal Welfare (IFAW) launched its Chinese New Year campaign “Give Peace to Elephants, Say No to Ivory Gifting,” the Weibo message was retweeted over 27,000 times.

While I was delighted to see more than 6,000 Chinese netizens sent in supporting comments @IFAW on Weibo, what particularly encouraged me were two other social media campaigns against wildlife consumption organized by none other but the Chinese government media…