TRAFFIC launches social marketing initiative to drive down tiger product consumption

December 15, 2020 | 11:31

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TRAFFIC launched a 3-year social marketing programme aiming to reduce demand for tiger products in Vietnam. The project will draw upon the latest in behavioural science to discourage the medicinal use of tiger products in the country, which is recognised as the main destination market for illegal tiger trade.

traffic launches social marketing initiative to drive down tiger product consumption

TRAFFIC will run a social marketing project to discourage tiger product consumption in Vietnam

The initiative will work to reduce individual consumption demand through a multimedia behaviour change campaign while calling on government partners, such as the National Assembly, Ministry of Health, and Central Committee of Propaganda and Education to strengthen wildlife protection policies. Partners within the traditional medicine sector will be key project allies as they mobilise their peers against the prescription of illegal wildlife products and promote legal alternatives.

“We support this project as a positive effort to protect the reputation, credibility, and sustainable future development of the traditional medicine sector in Vietnam,” said Tran Xuan Nguyen, chairman of Professionalism Department of Vietnam Oriental Traditional Medicine Association.

Despite legal protection for tigers, demand for tiger products in Vietnam remains strong, with a TRAFFIC consumer survey from 2017 finding that 6 per cent of Vietnam’s urban population had used tiger products and that 64 per cent of them would recommend tiger products to others. Tiger bone glue was revealed to be the most popular tiger product and will be the focus of the project.

“Vietnam has the power to make a huge impact on the future of tigers. This project will not only work to discourage tiger product consumption, it will also seek to facilitate the country’s leadership on global conservation issues,” said Sarah Ferguson, director of TRAFFIC’s Vietnam office.

The project is being funded by the UK government through the Illegal Wildlife Trade Challenge Fund.

By Ha Vy

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