TRAFFIC demand reduction programme


With an economy growing at a rate faster than those of G7 nations, Vietnam is generating unprecedented individual wealth and an ability to purchase status-conferring luxury products including rhino horn. It is imperative to change behaviour by addressing emotional and functional drivers for consumption within these groups through the application of robust demand-reduction approaches.

This project works with key influential groups in Viet Nam to run a major campaign aimed at reducing the demand from consumers for rhino horn. The project involves a partnership between Save the Rhino International (SRI); and Traffic.    

Programme details

Staff: Madelon Willemsen, Head of TRAFFIC’s Vietnam team); Trinh Nguyen (Head of TRAFFIC's demand Reduction projects in Vietnam) Gayle Burgess; (TRAFFIC’s evaluation officer) and Tom Miliken (TRAFFIC Global Rhino and Elephant Programme Lead)

Location: Viet Nam

Funding: The UK government is a major funder of this project and has pledged £289,075  

Activities: Demand reduction (behaviour change ) campaigns

Why we support this project

The demand for rhino horn is the biggest threat to the survival of all rhino species. Save the Rhino International recognises that in order to secure a future for all rhinos we need to win the hearts and minds of the people who are currently buying rhino horn; who are consequently driving the illegal wildlife trade in rhino horn in order to persuade them not to buy rhino horn. This project is the only demand reduction campaign that is being driven by an evidence-based social-science approach targeted at the key consumers of rhino horn. The campaign also uses positive Vietnamese cultural references. Read more about the "Chi campaign".