Global wildlife crime continues to rise at exponential rates and has reached crisis levels, with a black market valued at up to $20 billion/year.  Demand for rhino horn, which sells for up to $60,000 per kilogram, has been cited as the number one threat to the survival of rhinos. Vietnam is considered a major consumer market and transit hub for rhino horn. It is considered a luxury good in the country and is valued for its perceived medical benefits.

On August 28, Acting USAID/Vietnam Mission Director Craig Hart officially launched Phase III of the Chi Campaign, a social marketing initiative, to reduce rhino horn consumption in the country.  Through the campaign, USAID Wildlife Asia is partnering with TRAFFIC in Vietnam, a globally recognized leader in combating wildlife trafficking and innovator in the field of behavior change communication for conservation. The Chi Campaign applies targeted social marketing principles, messaging, and approaches to tackle rhino horn consumption driven by social status.

So What? By influencing consumer behavior, we can save one of the world’s most iconic and endangered species, and help put an end to a very lucrative form of transnational crime.