CHI Campaign Accomplishments Video

The Chi Initiative is a social marketing program designed to encourage Vietnamese businessmen, a key user group, to reject rhino horn and lead a shift in social norms away from the consumption of illegal wildlife products. The Chi Initiative has developed pivotal relationships, catalyzed partnerships, produced communications materials for replication and roll-out by the target audience, and shared researches and insights into how to effectively change the behavior of rhino horn consumers in Vietnam.