The Chi Behaviour Change Campaign

Chi logo

Traditional campaigns have used the plight of the rhino to motivate people to stop buying rhino horn however research has shown that many of the users of rhino horn do not have any affinity for wildlife and so these campaigns will have limited impact. Users also don't feel responsible for rhinos being killed as they are not the ones who are pulling the trigger.

Evidence has also shown that to change a behaviour, campaigns that criticise an individual or group (especially from people outside of that culture) are less effective and often turn people off. Changing behaviour is costly and someone has to want to do it. Positive messaging has a far greater impact on changing a person's behaviour and reaching the target audience. This is why the "Chi" campaign uses positive messages targeting the motivations why people use rhino horn.

Successful Vietnamese Men Rely on Strength of Will  

A revolutionary campaign was launched on World Rhino Day- 22ndSeptember 2014. The Chi campaign promotes the idea that success, masculinity and good luck, flow from an individual’s internal strength of character and refutes the view that these traits come from a piece of horn. “The most charismatic and successful men create their own good fortune,” is the essence of the campaign.The campaign uses positive messaging which is a far more powerful method of changing behaviour.

“Using local insights, values and creative approaches, the Chi campaign celebrates the significance of the Chi concept within Vietnamese culture, and promotes the reality that dynamic and impressive individuals do not need a piece of horn to prove their prosperity, luck or strength,” says Josselyn Neukom, Country Director of PSI.

Consumer research in 2013 discovered that rhino horn was being purchased for its ‘emotional value’ rather than purely for its medicinal value and that the main users were wealthy business men between 35-50 living in Hanoi and Ho Chi Minh City. This campaign aims to tackle these emotional motivators rather than the more traditional focus of campaigns which tend to focus on raising sympathy for the plight of rhinos themselves.  

The campaign was developed by Traffic and PSI (a social marketing organisation) with support from IWT and SRI and is being rolled out across media agencies and being placed in prominent places such as outdoor billboards, in-store and digital signage, interpersonal activation teams, business networking events, mobile messaging, and testimonials through popular newspapers and magazines.    

Below are images from the campaign

Please note that the images will be in Vietnamese when being used in the campaign.