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.

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:

- 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.