Published 19 December 2019


Chi Initiative public service announcements to discourage rhino horn consumption launched

Ha Noi, Viet Nam, 19th December 2019—TRAFFIC’s Chi Initiative unveiled two new public service announcements (PSAs) this week that aim to reduce demand for rhino horn and other illegal wildlife products among Vietnamese businessmen—a key consumer group. Rhino horn products are consumed in Viet Nam largely for their supposed health benefits and as a reflection of wealth and status. The two newly launched PSAs challenge these beliefs. 

A scene from one of the new CHI PSAs

The first PSA emphasises that strength and stamina do not come from consuming wildlife products but are the direct results of hard work and perseverance. The second PSA highlights the incompatibility of wildlife consumption with international business practices. It stresses the risks, including the loss of prestige and reputation, of using, buying, or gifting illegal wildlife products such as rhino horn.

To ensure their effectiveness, the PSAs have been developed in partnership with the Vietnamese business community. They will be disseminated through multiple media platforms, including print, billboards, and social media to achieve maximum exposure. They will also be promoted by partners such as the Central Committee of Propaganda and Education, Vietnam Chamber of Commerce and Industry, Vietnam Automobile and Transport Association, and the Vietnam Central Buddhist Association. 

TRAFFIC developed the Chi Initiative ( in 2014 based on consumer research that identified wealthy Vietnamese businessmen between the ages of 35 and 55 as a key rhino horn user group. The overarching message of Chi drives the concept that success, masculinity, and good fortune come from an individual’s strength of character and not from the use of illegal wildlife products. The initiative uses behavioural science to encourage Vietnamese businessmen to demonstrate their Chi by becoming leaders in corporate social responsibility and in wildlife protection. Chi Phase II built on the successes of Phase I, expanding its geographic reach by forging key partnerships with some of Viet Nam’s largest civil society organisations. 

Viet Nam is a main destination and transit country for rhino horn and other illegal wildlife products. Reducing demand for rhino products in Viet Nam is integral to decreasing trade flows and combating poaching.

The Chi Initiative Phase III, funded by USAID Wildlife Asia, was launched in August 2018. The campaign is working to mobilise the business community further to integrate the protection of wildlife as an element of corporate social responsibility and as a means of making Vietnamese businesses more competitive. The Initiative also works with the National Assembly on advocacy against wildlife crime. 

A Vietnamese version of the press release this communication is based upon is available here


Dararat Weerapong,
Communications, Outreach and Learning Specialist

Ngan Tran
Communications Officer

About USAID Wildlife Asia

USAID Wildlife Asia works to address wildlife trafficking as a transnational crime. The project works to reduce consumer demand for wildlife parts and products, strengthen law enforcement, enhance legal and political commitment and support regional collaboration to reduce wildlife crime in Southeast Asia, particularly Cambodia, China, Laos, Thailand and Viet Nam. USAID Wildlife Asia focuses on four species: elephant, rhinoceros, tiger and pangolin. For more information, please visit