David Beckham joined the Duke of Cambridge to warn about the "devastating" effects of poaching, as the pair kicked off their new #WhoseSideAreYouOn campaign in London today.
The social media campaign aims to use the power of football to raise awareness of the illegal trade in endangered animals.
Speaking to the specially invited audience of conservationists the former England captain said:
"We're in a world where our generation, and the younger generation can really, really make a difference and we really need to do it now.
"Are we on side of the criminals? Or are we on the side of the animals? I know what side we're all on and I'm sure you know what side you're all on."