WWF, TRAFFIC target rhino horn consumers
As part of their global campaign against illegal wildlife trade, particularly rhino horn trade in Vietnam, the WWF and TRAFFIC have developed a series of advertisements to discourage Vietnamese citizens from buying or consuming rhino horn.
"Latest figures from the Department of Environmental Affairs indicate that 313 rhinos have already been poached in South Africa this year - that's more than two per day," explains WWF South Africa (WWF-SA) rhino co-ordinator, Dr Jo Shaw. "Innovative strategies are needed to combat this problem and part of our approach is to address the appeal of rhino horn to the growing Asian consumer market".
Knowledge is power
WWF-SA are supporting the first comprehensive, detailed research into rhino horn consumers in Vietnam in an effort to better understand the complexities of this market and guide future targeted campaigns. This will also benefit the implementation of the action plan for rhino conservation signed by the South African and Vietnamese governments earlier this month.
The current Vietnamese awareness-raising campaign includes a public service announcement starring local singer, My Linh. The video, which includes footage of rhino translocations by the WWF-SA Black Rhino Range Expansion Project, informs people about the composition of rhino horn and urges them not to consume or buy it.
Additionally, print adverts, conceptualised by Ogilvy & Mather Vietnam, have been developed depicting a rhino with human hands or feet in place of its horn. They provide a novel and intriguing visual to communicate to the Vietnamese public that rhino horn is made largely of keratin, the same substance that makes up your finger nails and toe nails. "Rhino horn is largely made of keratin and will do nothing to treat cancer or help one's sexual prowess. There are traditional medicines that have proven to be effective for treating a variety of ailments and symptoms and have saved millions of lives. Rhino horn is not one of them," says TRAFFIC's Greater Mekong programme coordinator, Dr Naomi Doak. "Widespread lies, myths and rumours are fuelling demand and use of rhino horn."
A dramatic spike in demand for rhino horn is believed to be driven by myths related to its healing properties in regard to disease and illness. There is also renewed interest in other non-traditional medicinal uses such as a treatment for hangovers, a sexual stimulant and a detoxifier. Although rhino horn remains in the pages of a number of traditional Vietnamese medicine texts, its sale is illegal and it has not been included in the publication of the official pharmacopeia in Vietnam for a number of years.
To support and join the campaign, go to facebook.com/Vietnamwwf and pledge your commitment not to use rhino horn. The Vietnamese Public Service Announcement can be viewed here:
For more information, go to www.wwf.org.za.
