The Chi Initiative: A behaviour change initiative to reduce the demand for rhino horn in Viet Nam

Susie Offord-Woolley


The illegal wildlife trade has grown enormously in recent years and is now considered to be the fourth biggest illegal trade in the world. Demand reduction has long been discussed as a tool for tackling the illegal wildlife trade, however, the term “demand reduction” is quite broad. Demand reduction can be executed in many different ways; some more successfully than others. The Chi campaign is an evidence-based social marketing approach that aims to reduce the demand for rhino horn in one target consumer group in Viet Nam. This report outlines the steps taken to deliver the first phase of the campaign and some of the lesson learned.


Rhino, demand reduction, behaviour change

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