Anti-rhino horn campaign calls on businessmen’s inner strength

The initiative is based on the Vietnamese concept of “Chi,” or “Strength of Will,” targeting the primary users of rhino horn namely wealthy urban men between the ages of 35 and 55.

The overarching message of “Chi” drives the concept that success, masculinity, and good fortune come from an individual’s strength of character and cannot be found externally, from a piece of horn. It encourages wealthy businessmen to demonstrate their Chi by becoming leaders in corporate social responsibility and in wildlife protection.

The new phase of “Chi” builds on this foundation, but drives an even more powerful concept: “Vượng từ Chí, Lụi vì sừng,” which roughly translates to “Prosper by inner strength – Invite hardship using rhino horn.”

“If the first phase of the campaign aims at embedding the concept of Chi in Vietnamese culture, the philosophy “Prosper by inner strength” will be the core message of the second phase,” said Duyen Bui, local senior adviser on behaviour-change communication at Intelligentmedia.

It also calls on individual businessmen to lead their community and take a stand against the consumption of rhino horn in their personal lives and business networks.

Demand for rhino horn is driving poachers in Africa and Asia, with over 1,000 animals illegally killed each year for their horns, jeopardising the future survival of rhinos. Rhino horn is mainly used by wealthy individuals as a supposed health tonic and mostly as a means to flaunt their wealth: the buying and selling of rhino horn is illegal under international and Vietnamese laws.

In the latest phase, actor Tran Bao Son joins Hoang Khai, owner of Khai Silk, and other successful business leaders in proclaiming that men should harness their inner strength and refute the notion that these traits come from external factors, such as rhino horn.

Dung, a businessman in the manufacturing sector, believes the new message will strike a chord. “I think this is a compelling message. It really touches upon issues that men face in their search for success in Vietnam today,” he said.

The Central Committee of Propaganda and Education (CCPE) and prominent civil society organisations, such as the Vietnam Chamber of Commerce and Industry (VCCI), the Vietnam E-commerce Association (VECOM), and state-owned Vietnam Posts and Telecommunications Group (VNPT), have been key partners and taken a leadership role in integrating the Chi initiative into business and society.

“The Chi message has already reached over five million Vietnamese people and has actively engaged two million businessmen attending conferences, workshops, and other events in Vietnam,” said Madelon Willemsen, head of TRAFFIC’s Vietnam Office.

“The private and public sectors are showing leadership in the fight against wildlife crime with ‘Chi’ as the driving force that will instil zero-tolerance towards the illegal consumption of wildlife products,” she added.

The first phase of Chi was launched on World Rhino Day, September 22, 2014 by TRAFFIC and Save the Rhino International, from funds provided by the UK government.

Intelligentmedia is a Vietnamese behaviour-change communication company, specialising in social marketing and consumer research, working closely with the private, public, and CSO sectors.

TRAFFIC is a non-governmental organisation working globally against wild animal and plant trading in the context of both biodiversity conservation and sustainable development. TRAFFIC is a strategic alliance between WWF and the International Union for Conservation of Nature (IUCN).