Under the “Ivory Ban”, China will stop the commercial processing and sale of ivory and its products by the end of 2017. However, China Construction Bank (CCB) recently reversed its path by encouraging consumers to collect ivory before 2018 and posted a poster to promote their bank cards. CBCGDF（中国绿发会）issued a special article on this incident, “From a Poster of Encouraging Ivory Collection to see CCB: What About the Social Responsibility for Biodiversity Conservation?”. The day after this article was issued, a comprehensive media coverage followed by many media outlets made the public and enterprises extensively educated, creating an atmosphere of shame on the sale of ivory. At the same time, the public comments following the article mostly criticized CCB’s behavior and further strengthened the atmosphere of public opinion. CCB immediately issued a statement to correct their mistake, made their position and commitment. We welcome the voice of CCB, which has once again awakened the awareness of enterprises and the public about the social responsibility and protection of biodiversity conservation and sustainable development. In addition, the number of online search results on the sale of ivory products has become negligible with the publication of this article, showing that legal popularization is also very effective.