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www.breakingthebrand.org
Speak Out for Rhinos
Australia—Help us fill the map
Hunting rhinoceros for their horn has reached devastating heights with the current poaching spree being driven by the huge demand
in Viet Nam. It is clear that conservation and protection measures alone cannot save the rhino from extinction in the wild. We must
target the DEMAND for rhino horn URGENTLY.
Wherever you are in the world, one of the most effective ways of supporting our campaign is to send a letter to your local Vietnamese
Embassy. So far, more than 1,000 worldwide have been posted in 2014.
Example Speak Out Letters
Please also ask family, friends, colleagues and
your network to write a Speak Out for Rhinos
Letter. The process is simple:
Step 1: You can download a letter from: http://
breakingthebrand.org/take-action/speak-out/
Step 2 Find your local embassy: http://
www.vietnameseembassy.org/
vietnam+embassy.html
Step 3: When you post your letter, take a selfie we
can put on our Speak Out for Rhinos Map:
http://www.pinterest.com/niasfriends/speak-out-for
-rhinos-selfies/ and on our Facebook page: https://
www.facebook.com/niabtb
Step 4: Email selfie to: [email protected]
We want to drive this campaign in 2014/ 2015 and fill the map! So if you know people, around Australia or the world, who you think would be interested in supporting the Speak Out for Rhinos Letter Campaign please send them this information.
Breaking The Brand to
Stop The Demand
Hunting rhinoceros for their horn has reached
devastating heights with the current poaching spree
being driven by the huge demand in Viet Nam,
where the users have NO or little empathy for the
plight of the rhino.
Given the rapid economic growth in Viet Nam, the
customer base for genuine rhino horn is expanding
quickly resulting in an exponential increase in
poaching rates.
The primary customers for genuine rhino horn are
businessmen. Rhino horn is a reflection of wealth
and power in Viet Nam amongst these businessmen;
if you can obtain this product you can use this to
negotiate deals, initiate new business relationships
and receive preferential treatment. Other primary users of rhino horn include affluent mothers who buy it for their children and ageing
parents for its perceived medical benefits.
After investigations into the primary user groups, it has been established that there are only 2 motivators to stop consumption:
There is an IMMEDIATE need for a campaign targeting the primary users in Viet Nam, specifically in Hanoi and Ho Chi Minh City. The
Breaking the Brand project has created such a campaign with the help of the global advertising agency Grey Group. Our aim is to place
adverts in locations frequented by primary user groups, such as the business lounges of Hanoi and Ho Chi Minh City Airports and in business
magazines.
History of poaching rates in South Africa
A perceived negative impact on the health of the user or their
family
A perceived negative impact on the status of the user (in the eyes
of his peers) in the case of businessmen
www.breakingthebrand.org
Example Campaign Adverts Example Publications