ADVOCATING A WILDLIFE AWARENESS

APPROACH TO END DEMAND FOR RHINO HORN IN

ASIA

TWO BATTLES RAGING FOR RHINO

1

ALL IS BEING DONE BY CONSERVATION AGENCIES,

GOVERNMENTS AND OTHERS. AND YET WE ARE STILL NOT

WINNING!

IS IT NOT TIME WE ADDRESSED THESE CONTRIBUTING FACTORS IN THE MIND OF THE BUYERS OF

RHINO HORN?

On the GroundLegislationLaw EnforcementCooperationConservation in AfricaPolitical Will

In the MindPerception in AsiaBelief SystemsTraditionEconomicsPublic Will in Asia

When demand is driven by cultural beliefs, miss-informed public and an economics of greed, criminality, corruption and collusion.

We need to addres the core issue . . . People’s mindsetsand the memes behind them.

HOW TO WIN THE BATTLE OF THE MIND

Mindsets and Cultural beliefs are

considered ‘memes’

They can be changed, here is how:

•Expose irrational opposition

•Remove blame

•Debunk counterfeit science

•Expose silo-thinking

•Remove extreme economics

•Use cultural influencers to lead the change with inspirational and factual message directed to a mass audience.

In a nutshell to change a meme:

A TARGETED MEDIA and AWARENESS CAMPAIGN is needed.

Such a focused and collaborative media campaign to reduce demand in Asia has not yet been attempted.

Let us show you an example of what is possible and how effective it is . . .

EXAMPLE OF EFFECTIVE MEDIA CAMPAIGN

65% agree that the ad makes them want to reduce their consumption of shark fin soup

63% agree that it makes them want to stop eating shark fin soup all together

62% agree that they would talk to friends, family and colleagues about the issue

82% said they had reduced or stopped their consumption of shark fin soup

94% said the campaign had impact and made them more aware of the issues

CELEBRITIES AND PEOPLE OF INFLUENCE

Jackie Chan, Leonardo DiCaprio, Harrison Ford, Yao Ming, Liu Huan and more recently, Richard Branson.

Broadcasters have never edited or censored these PSAs in China - an unprecedented accomplishment for an NGO working in China. WildAid is the only NGO to work alongside Xinhua News Agency and to receive pro bono airtime on state TV CCTV.

HOW TO REACH 1 BILLION PEOPLE

In addition to traditional television broadcast, we will work to have our rhino PSA’s shown on television screens placed in strategic locations such as banks, hospitals and office buildings.

Sina Microblog equivalent to Twitter with 50 million users

Kaixin001 equivalent to Facebook with over 90 million users

Douban, Youku and Tudou equivalent to YouTube:

• Youku 89m unique visitors and 1.7b page views

• Tudou 66m unique visitors and 1.1b page views

• Douban 16m unique visitors and 300m page views

Taxi users in Beijing and Shanghai are mostly business people and middle class consumers some 8000 times a fortnight, on a completely pro bono basis.

59 moving LED billboards located in 18 cities across China.

12 airlines with more than 20,000 in-flight monitors and at 53 airports able to reach over 93% of Chinese domestic air traffic and more than 400 million passengers.

We know an awareness campaign of this nature can take the pressure off rhino in the long term.

IT IS ONLY WHEN PEOPLE STOP BUYING HORN THAT POACHERS WILL

STOP KILLING RHINO

SOMETIMES REALITY IS QUITE SIMPLEAND THE SOLUTION QUITE OBVIOUS

www.rhinoreality.org

www.wildaid.org www.wildlfieactfund.org