Campaign Overview
The original creative assets of this archival campaign were developed by WWF-Greater Mekong in 2013 as part of a public awareness raising campaign against illegal wildlife trade, specifically targeting the use and demand of rhino horn among Vietnamese consumers.
Titled ‘Say No to Rhino Horn’ campaign used a striking visual to communicate to the Vietnamese public that rhino horn is primarily composed of keratin, the same substance found in human fingernails and toenails. This approach directly challenges the widespread myths and misconceptions that drive demand for rhino horn in Viet Nam.
Through this creative campaign, WWF-Viet Nam sought to educate the public and reduce demand for rhino horn, aligning with broader conservation goals and contributing to global efforts to protect endangered rhinos.
Outcomes & Results
The public awareness campaign successfully reached audiences across Viet Nam through pro bono marketing at public sites, corporate partners, universities and multiple media channels. In an innovative first-of-its-kind mobile outreach program, the message was further amplified to tens of millions of mobile subscribers in Viet Nam, marking WWF-Viet Nam’s greatest outreach achievement to date in 2013.
On social media, the campaign inspired widespread engagement, with thousands of people publicly committing to avoid rhino horn and acting as ambassadors to spread the message further. Public responses also highlight that the campaign resonated strongly, sparking conversations and encouraging behavioral change.
Overall, the campaign significantly strengthened public understanding of the issue and fostered a sense of personal responsibility for rhino conservation. Its multi-channel approach ensured broad visibility and lasting impact.
Asset Types
- Print ads
Conditions of Reuse
Offices are welcome to recreate this archival campaign, tailoring it to their local and current context and audience.
Get In Touch
For more information, reach out to WWF International’s Brand Engagement Team at commsmarketing@wwfint.org