Breaking the Brand: Face

The new moneyed middle class in Vietnam is largely responsible for the recent surge in the poaching of the African Rhino. Over 600 are being poached every year; at this rate rhinos will face extinction within 10 years.

Rich Vietnamese are buying rhino horn as a tonic to impress and as a so-called medication. But now live rhinos are having their horns injected with poison which does not affect the animal, but will cause sickness in those who consume the horn.

This campaign is appearing in publications in Vietnam, with most insertions translated into Vietnamese. It will warn the consumers of rhino horn of the dangers and inform the wider population of what their compatriots are doing to this magnificent animal. It is orchestrated by Melburnian Lynn Johnson who is doing an extraordinary job around the world of raising awareness of the plight of the rhino and working to protect them.