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At a time when the elephant is under siege and the world's media and NGOs have long focused attention on poaching in Africa, Bryan Christy went after ivory's demand side. He spent nearly three years building a groundbreaking investigation into this crucial but poorly understood aspect of the illegal ivory trade. Using court records, official documentation, law enforcement sources, and reporting across five continents, Christy identified, for the first time, that religion plays a huge and ruinous role in the sale and purchase of illegal ivory; that China's government is driving the world's ivory market, has manipulated attempts to control it, and has plans to expand; and that the statistical model used by global regulators to make ivory trade policy decisions is insufficient and has been exploited.