Internet notebook about my work: deep listening to facilitate positive change


Sunday 1 September 2013

Rhino campaign in Vietnam

Strategic communication aims to support a change in behaviour. "Say no to the illegal trade and consumption of rhino horns", is the message of this campaign of Education for Nature Vietnam. It aims to end the myth and rumors about the magical properties of rhino horn: “It is too late for Vietnam ’s last rhino but not too late for other rhinos in the world. Vietnam must share the responsibility in protecting rhinos by enforcing the law and dispelling the mythological belief in the value of rhino horn. Here is what you can do to help:
  • Don’t consume medicines made from endangered wildlife 
  • Report wildlife crimes to appropriate authorities or ENV’s Wildlife Crime Hotline 1-800-1522 
  • DONATE and help support our efforts.
What is nice about the campaign is the concise explanation of the issue and the supporting cartoon visuals of the video.
The questions the campaign raises with me are the following:
1. If - as the video says - the ultra rich are the consumers, would they change their beliefs, values and behaviour by seeing this video?
2. If the general public sees the video, will the factual information trigger them into action (reporting wildlife crimes and donating money)? Or will they think: "sad, but let is move on".
3. And most importantly: what is the change strategy behind this campaign?
4. To reduce the demand for rhino horn, should we not touch on emotions, values and beliefs of the super rich? Should we not work through 'ambassadors' from this group in stead of using mass media?

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