departs? reporter: i think it s a long-term process to make chinese people who use these medicines think about what they re actually doing. he did actually hook up with yao ming the famous sportsman from china. the basketball player. had a very successful campaign in china. i think perhaps modeling it on that. this was around shark fin soup. basically telling people in china this actually it doesn t have healing qualities that you think it does. and democrat dropped massively. that was with the support of the chinese government. so i think prince william will try and reflect the success of that campaign in relation to ivory for example. so that s what he s trying to do. and he is quite a powerful cultural figure in china. so he hopes that just by changing thoughts and feelings around illegal wildlife parts that will have the impact that he s looking for. it might do it. absolutely. max foster, thank you very much. appreciate it. you have been watching cnn newsroom. thank you