Illegal rhino horn trade in Vietnam targeted with print campaign

Three Wise Men campaignThe illegal rhino horn trade has been targeted in Vietnam with a series of print ads running in publications to educate wealthy Vietnamese on the dangers of using rhino horn as medicine.

The campaign, created Melbourne-based independent comms consultancy Three Wise Men, features images of dead rhinos set beside images of Vietnamese using the horn material as a medicine, with long copy detailing how rhino horn is poisonous if ingested.

The campaign was translated into Vietnamese to appear in local publications and, according to the agency, has created widespread discussion on using rhino horn as medicine.

Three Wise Men launched in August last year and was founded by former Grey Melbourne general manager Randal Glennon and creative director Nigel Dawson.

Rhino Child
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The illegal trade in rhino horn is decimating the rhino population in Africa. Poachers killed 83 rhinos in 2008; by 2014 that number had escalated to 1215. Vietnamese businessmen give rhino horn to impress; mothers use it in the belief that it has medicinal value.

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