Chi Initiative: World Rhino Day Briefing Paper

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This briefing paper presents the Chi initiative and its progressive connection with one of the user groups of rhino horn, Mr. L. The Chi initiative’s development and delivery is described referencing a five-step process used by TRAFFIC to deliver behaviour change. The research insights and results from the consumer surveys in 2012, 2014, 2016 and 2017 are also presented. The evaluation of impact achieved through four years of the Chi initiative’s targeting of a specific audience has enabled a much deeper understanding of the consumer motivations, attitudes and drivers. The evaluation defines a framework for progressively accurate targeting and the evaluation of continued efforts towards a zero-tolerance to rhino horn consumption in Viet Nam.
Research - Chi Initiative: World Rhino Day Briefing Paper
Wildlife: Rhinoceros
Language: EN - English
Country: Vietnam