Prince William has been fighting the illegal wildlife trade for nearly a decade, raising awareness about rhino poaching and calling for the Buckingham Palace's ivory to be destroyed. Now, he's taking a different approach.
The Duke of Cambridge is teaming up with the makers of the game "Angry Birds" to create an online contest aimed at helping the pangolin, a scaly mammal found in Africa and Asia. All eight species of pangolins are threatened with extinction, according to the IUCN Red List, because of poaching. Their meat is considered a luxury item and their scales are used as an ingredient in traditional medicine practices in East Asia.
Prince William, also head of the organization United for Wildlife, explains how the contest will work:
One of the world's most endangered species, pangolins are protected by an international ban on their trade. But they continue to be one of the world's most-traded species on the black market. Conservationists have said that the species is being "eaten to extinction."