He has one day promised to show his son Prince George the wonders of Africa. Now Prince William is taking big steps to help protect elephants, rhinos and sharks for future generations.
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In September, the caring royal teamed up with fellow dads David Beckham and Yao Ming to film two messages for a WildAid campaign addressing illegal wildlife products.
The first message — titled Fatherhood — was released in Shanghai this week.
"As a father, I want our children to know that rhinos are not just a picture in a book," the Duke of Cambridge says, while dad-of-four David adds, "I want our children to be able to swim with sharks, not just eat them in a soup."
"I want out children to be able to see elephants in the wild," says former NBA star Yao Ming, an iconic figure in China.
"Please asks your friends and relatives to never buy rhino horn, ivory or shark fin," David pleads.
The final shot sees William stood alongside 7ft 6 in father Yao. "When the buying stops," says Yao, "the killing can too," William says in fluent Mandarin.