Campaign to educate older men to reduce demand for rhino horn

Rhino horns.

HA NOI - Population Services International in Viet Nam and the wildlife trade monitoring network TRAFFIC launched a communication campaign yesterday that aims to reduce demand for rhino horn among middle-aged men.

The campaign, entitled Strength of Chi (Will), states that success, masculinity and good luck flow from an individual's internal strength of character - not a piece of rhino horn.

It will target urban men aged between 35-50 in Ha Noi and HCM City through integrated channels, including outdoor, in-store and digital billboards, mobile messaging and testimonials through mass media.