Peter Knights, Executive Director and co-founder of WildAid, recently participated in an “At Google” talk to discuss efforts to save endangered wildlife.

Knights was interviewed by Diane Solinger, manager of GooglersGive, at the YouTube campus. Knight discusses how the organization turned to the advertising world to forward its initiative, and uses high quality public service announcements.

“WildAid works to end the illegal wildlife trade in our lifetimes by reducing demand for endangered wildlife products and providing comprehensive marine protection,” Google says in the video’s description. “Working closely with leading media outlets, government leaders, and on-screen celebrities around the globe, WildAid promotes its message: When the buying stops, the killing can too.”

More At Google talks here.