China is currently the world’s largest consumer of illegal “wildlife products” — 40 percent of the global market. And that number’s only going to grow as its economy strengthens. WildAid has gone to the battlements with its Conservation Awareness program, using the ’08 Olympics in Beijing as an opportunity to highlight the need for conservation. They’ll be enlisting athletes to educate folks about this issue during the games, and have developed a number of PSAs featuring Chinese and other athletes, on view here.