When I grow up
by Humane Society International
In Vietnam, the main consumers of Rhino horns are the upper class:
the business men and women, social elites, and governors.
Rhino horns are often used as gifts for bribery, or to show one’s status.
Insight:
Vietnam recently experienced a lot of success in different fields. The country appears
at the top of a lot of lists in the world and region.
Our target audiences often are huge contributors to the country.
Vietnam recently experienced a lot of success in different fields. The country appears
at the top of a lot of lists in the world and region.
Our target audiences often are huge contributors to the country.
Idea: When I Grow Up
Campaigns that focus on stopping Rhino horn consumption
have been running for years but nothing changes.
And these are what we learnt from them, the 3 don’ts:
![](https://freight.cargo.site/t/original/i/d376c4809322d1d94c1f46bb22ed894247fed54b8dd2332e80322e66bf9b94f7/wwf_rhino_r_06small_edit-1024x660.jpg)
![](https://freight.cargo.site/t/original/i/ac4145562595d2cf45fb4f3a8309e1bbe3b843bfb87756e54c2030b6e5e52436/wildaid-2.jpg)
![](https://freight.cargo.site/t/original/i/66c4fd1bd534751e5f66fa9cfc510a737bb077851ca58289b65036a03332482e/rhino_englisch_goss_aotw.jpg)
- Don’t belittle these people. With high social status comes a desire for respect.
- Don’t show blood, dying animals, violence. These killings are too far away from them.
- Don’t play on the extinction of the piece. The rarer rhinos get, the more desirable.
- Don’t show blood, dying animals, violence. These killings are too far away from them.
- Don’t play on the extinction of the piece. The rarer rhinos get, the more desirable.
Credits:
Managing Director: Nicole Marold
Creative Director: Vadym Tkachuk
Senior Copywriter & Art Director: Thinh Nguyen
Art Director: Anh Hung Vu
Junior Copywriter: Thu Nga
Senior Account Manager: Chau Le
Film Director: Toby Wosskow & Kathy Uyen
Production House: One Touch Vietnam