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He has another mission - to educate both the increasing numbers of Chinese tourists visiting Africa and the people back at home.

"We must let them know what is happening on the ground and how terrible the situation is," he says. "If we can increase awareness and tell people why they shouldn't buy wildlife products, demand will decline."

He mostly aims his campaign at school students, because that generation is the future of China, and they will have influence over their parents, who have the money and perhaps the inclination to buy ivory carvings or rhino-horn potions.

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"Young Chinese people are much better educated nowadays and they understand the urgency of protecting wildlife, regardless of where they are," Zhuo says. "But they lack information and the means of gaining the relevant knowledge."

He uses online social networks to publicize his work and aims.

"The project has attracted more than 1,000 college students from more than 300 universities across China to join the education program," he says. "Those who show the most dedication and have formulated specific plans for dealing with the problem are rewarded with the chance to visit us in the field to witness our efforts and join in."

Wildlife protection in Africa used to be the sole domain of Western countries because of their funding capability and advanced protection strategies. When Zhuo's team, the first Chinese one, appeared in Kenya a few years ago, some of the established projects were suspicious.

"I was slandered as a poacher using the cover of wildlife protection by several Westerners when I came to Masai Mara in 2010," he says. "I had to prove that my work was above board.

"As no other Chinese has ever done such things in Africa, I had to start everything by myself."

As a result of his campaign, Zhuo claims, many wealthy Chinese are showing interest in wildlife protection and have pledged not to buy any wildlife products. "This is progress. They don't have to come to Africa to show their dedication. Many of them have joined the campaign by financially supporting me," he says.

Raising awareness

Ge Liwen, from Jilin in Northeast China, a recent graduate who majored in Korean, is now responsible for recruiting volunteers from China for Zhuo's team.

She says awareness of wildlife protection in Africa has greatly increased at her college, but there's still a long way to go.

"People used to lack the means to understand the big picture about wildlife products," she says. "They probably thought that buying one or two items would have a minimal impact on the overall situation, but in fact those small pieces at home amount to slaughter on the savannah."

Zhang Lei in Beijing; and Guo Anfei and Li Yingqing in Yunnan contributed to this story.

lilianxing@chinadaily.com.cn

(China Daily 03/15/2013 page1)