WWF’s biodiversity meta-goal is to ensure the integrity of the most outstanding natural places on Earth. This includes the protection of biodiversity in high conservation priority areas, and restoring populations of those species with the highest ecological, economic and cultural value.

WWF’s “Kill the Trade” campaign set out to address a massive recent escalation in illegal killing and trade of elephants and rhinos. The campaign successfully challenged governments at the highest levels that wildlife crime is both malignant and widespread and must be addressed effectively and urgently for the sake of wildlife, their habitats, sustainable economic development and national security.