USAID mobilizes key influencers to deter rhino horn trade in Vietnam

Addressing a key rhino horn user group (i.e., wealthy urban businessmen that are 35 to 44 years old), the videos (short and long versions) promote the message that a person’s strength of will (Chi) comes from within, not from a piece of rhino horn. The video was viewed more than 1.2 million times during its dissemination period. It also received support from influential business leaders such as Shark Tran Anh Vuong, Chairman of BVG Investment, and Nguyen Ha Linh, a businesswoman included in the Forbes 30 Under 30 list, who posted the video with their endorsements on their social media accounts. Targeting high demand consumers through key influencers has been shown to decrease rhino horn consumption, and ultimately lead to the protection of rhinos and other endangered animals.