[Photo/INVESTEC RHINO LIFELINE]

With more stringent legislation and law enforcement, black market prices for rhino horn are about a third of what they once were, says Peter Knights, founder and CEO of WildAid.

All sales of rhino horn have been illegal in China since 1993, and it has been removed from the traditional Chinese medicine handbook. Since 2011, all rhino horn items have been banned from auction house sales as well.

"China－the authorities and the public－h(huán)as been playing an important part in eradicating the brutal yet complex rhinoceros horn trade," says Blake.

African Wildlife Foundation trustee Gordon Cheng wants more global efforts to stop the rhino horn trade.

"We hope our program can help to convey the right messages for existing collectors and users, and most importantly for younger generations in Asia and around the world," Cheng says.