Campaign Overview
To combat the demand for elephant ivory among international visitors, WWF-Viet Nam, in collaboration with the Viet Nam CITES Management Authority and with funding from WWF-US, launched an awareness campaign targeting tourists in major travel hubs, in Ha Noi, Ho Chi Minh City, Nha Trang, and Da Nang.
The campaign, titled Truyền thông nâng cao nhận thức cho khách du lịch về phòng chống buôn bán ngà voi trái pháp luật tại Việt Nam in Vietnamese translates to mean Communications to raise awareness among tourists about preventing illegal ivory trafficking in Viet Nam.
As many tourists mistakenly believe that purchasing ivory in Viet Nam is legal, this campaign sought to correct that misconception and reduce illegal ivory trade by clearly communicating that buying, selling, processing, or transporting elephant ivory is illegal and harmful to wildlife.
The communication materials for this campaign featured messaging focused on the illegality of ivory trade and were prominently displayed on digital outdoor screens at international airports and high-traffic tourist hotspots. WWF-Viet Nam’s social media platforms were also leveraged for wider reach among Vietnamese consumers.
Outcomes & Results
The campaign was widely displayed: 336 LED screens in 14 Vietnamese airports with an estimated 5 million daily impressions, and 8 large city-center screens reaching over 8 million people each day. Post-campaign evaluation showed a significant impact: only 4.3% of viewers still intended to buy elephant ivory, compared to 8.1% among non-viewers. Most viewers found the campaign’s visuals useful, clear, memorable, and informative. The campaign also received coverage from 13 media outlets and had a social media reach of 4.4 million on Facebook.
The campaign also received huge support from media providers, creative agencies, government partners that helped develop and finalize the key visual, and extend coverage within the limited budget. Partnership with both the public and private sector is essential to provide useful external perspectives, maximize impact, ensure accuracy of the materials and nurture long-term development.
Asset Types
- Social media posts
- Digital ads
- Print and OOH ads
- Press release
Conditions of Reuse
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Get In Touch
For more information, reach out to WWF-Viet Nam at communications@wwf.org.vn