Chi Phase III Video

This video is a communications tool from phase III of the Chi Initiative, a TRAFFIC-implemented social marketing programme aimed at reducing demand for rhino horn among wealthy Vietnamese businessmen, a key user group. The storyboard for the video was pre-tested with members of the target audience, and their feedback informed changes to the script to make it more effective. The video’s main message is one that has been central to the entirety of the Chi Initiative—a person’s strength of will comes from within, not from a piece of rhino horn.
Wildlife: Rhinoceros
Tool: Campaigns
Country: Vietnam