The latest iTHINK Public Service Announcement (PSA) helped launch the iTHINK wildlife consumption reduction campaign in China at the 6th China International Animal and Nature Film Festival in Beijing on November 8, 2013. iTHINK is the leading awareness campaign of the U.S. Agency for International Development (USAID) funded Asia’s Regional Response to Endangered Species Trafficking (ARREST), the U.S. Government’s largest counter wildlife trafficking program which is implemented by Freeland. The campaign utilizes regional Key Opinion Leaders to encourage the general public to stop consuming and purchasing illegal wildlife. The opening ceremony of the film festival, the largest of its kind in Asia and the only such event in China, was attended by some 200 participants from government agencies, the media and NGOs and featured an address from the ARREST Program’s Deputy Chief of Party. The latest iTHINK PSA features Zhang Yue, a famous Chinese news anchor (CCTV) appealing to the Chinese public to contemplate the crimes behind the ivory trade and stop buying ivory, an extremely important message as China is the world’s largest consumer of ivory. International Fund for Animal Welfare (IFAW), a partner of ARREST also contributed to the event and exhibited more than 50 print ads addressing wildlife crime throughout the event.