In the key consumer and trafficking countries for rhino horn – Viet Nam and China, high demand and low enforcement of wildlife crime are driving the illegal trade and poaching of rhinos. To address this problem, we fund cutting-edge social marketing initiatives to stop consumers from wanting to buy horn in the first place.
Did you know
is made from keratin and has NO medicinal properties
Rhino horn is very desirable amongst the wealthy classes of Viet Nam, where it is considered a symbol of power and wealth, associated with business success and high social standing. This cultural importance is supported by an underlying belief in health benefits, in the form of traditional and non-traditional medicine. Some users believe that rhino horn can detoxify the body and therefore cure anything, from a hangover to serious illnesses. However, this lacks any scientific backing as rhino horn is made from keratin: the same material as your nails and hair. Though most consumers understand that purchasing rhino horn results in a rhino death, they feel disconnected and do not see themselves as part of the rhino poaching crisis.
We are committed to addressing the source of the demand for rhino horn, and reduce consumer behaviour across South East Asia. We are engaged with two demand reduction initiatives with Education for Nature Vietnam and TRAFFIC, working tirelessly in Viet Nam with communities to reduce consumer behaviours that are driving rhinos towards extinction.
“Fighting rhino poaching in the source countries, where rhinos live, is one part of the solution. Stopping consumers buying rhino horn and therefore, reducing the demand in consumer countries also has an important role to play.”
Where we work
Find our projects that help reduce the illegal trade by clicking on the orange icons.
Select a marker on the map below or choose from this list:
Stories from our work
Pioneering Chi campaign is changing consumer behaviour
The Chi Campaign was developed to change the behaviour of the most prolific user of rhino horn in Vietnam. Since launching, the campaign has reached a large section of its target audience, showing a promising sign that it is beginning to alter behaviour. We are proud to have supported this pioneering campaign to reduce demand for rhino horn in Vietnam.
Meet Madelon, former Country Director for TRAFFIC in Viet Nam
Madelon is a former Country Director for TRAFFIC in Viet Nam, an international wildlife trade monitoring network, tasked with investigating both legal and illegal trades in species. During a visit to London, we caught up with Madelon to find out more about TRAFFIC’s work to reduce consumer demand for rhino horn in Viet Nam.
On the World Wildlife Day 2017, Jake Dudman released his documentary, Save the Rhino Viet Nam: Journey to the Edge of Extinction. The film uncovers the country’s underground trade, meets the Vietnamese conservationists turning the tide, and looks to the task ahead for all of us – how can we save the rhino?