The Association of Zoos and Aquariums (AZA) is to team up with environmental organisation WildAid to launch a campaign featuring popular DreamWorks IP Kung Fu Panda to combat the illegal wildlife trade.

Aiming to educate children and families about the illegal wildlife trade and the detrimental effects it has, more than 15 AZA-accredited zoos and aquariums across the US will display video messages, billboards and posters at their facilities, as well as doing so via social media. The campaign is part of the AZA’s wider the Wildlife Trafficking Alliance (WTA) programme.

Kung Fu Panda's main character – Po – is the central figure for the campaign which will use the animated panda to share the message that "big guys still need our help" and that "poaching steals from us all". In the campaign, Po will defend elephants being poached for their ivory, rhinos for their horns, lions and tigers for their bones and skins and pangolins for their scales and meat.

"AZA-accredited facilities are leaders in conservation, with a vision of a world where all people respect, value and conserve wildlife and wild places," said AZA president and CEO Dan Ashe.

"By partnering with WildAid on this campaign, we are calling attention to the serious problem of illegal wildlife trade affecting vulnerable species. By strategically leveraging our assets together, we can educate thousands of zoo and aquarium visitors about this critical issue."

Sara Walker, senior advisor on wildlife trafficking at AZA added: "The new campaign with WildAid is an exciting example of how the WTA will continue to expand its partnership opportunities that raise awareness about wildlife trafficking, reduce poaching, and directly benefit critical wildlife populations around the world.

"Only by joining together can we reduce – and eventually end – the scourge of wildlife trafficking."