www.breakingthebrand.org

Speak Out for Rhinos

Australia—Help us fill the map

Hunting rhinoceros for their horn has reached devastating heights with the current poaching spree being driven by the huge demand

in Viet Nam. It is clear that conservation and protection measures alone cannot save the rhino from extinction in the wild. We must

target the DEMAND for rhino horn URGENTLY.

Wherever you are in the world, one of the most effective ways of supporting our campaign is to send a letter to your local Vietnamese

Embassy. So far, more than 1,000 worldwide have been posted in 2014.

Example Speak Out Letters

Please also ask family, friends, colleagues and

your network to write a Speak Out for Rhinos

Letter. The process is simple:

Step 1: You can download a letter from: http://

breakingthebrand.org/take-action/speak-out/

Step 2 Find your local embassy: http://

www.vietnameseembassy.org/

vietnam+embassy.html

Step 3: When you post your letter, take a selfie we

can put on our Speak Out for Rhinos Map:

http://www.pinterest.com/niasfriends/speak-out-for

-rhinos-selfies/ and on our Facebook page: https://

www.facebook.com/niabtb

Step 4: Email selfie to: lynn@breakingthebrand.org

or nia@breakingthebrand.org

We want to drive this campaign in 2014/ 2015 and fill the map! So if you know people, around Australia or the world, who you think would be interested in supporting the Speak Out for Rhinos Letter Campaign please send them this information.

Breaking The Brand to

Stop The Demand

Hunting rhinoceros for their horn has reached

devastating heights with the current poaching spree

being driven by the huge demand in Viet Nam,

where the users have NO or little empathy for the

plight of the rhino.

Given the rapid economic growth in Viet Nam, the

customer base for genuine rhino horn is expanding

quickly resulting in an exponential increase in

poaching rates.

The primary customers for genuine rhino horn are

businessmen. Rhino horn is a reflection of wealth

and power in Viet Nam amongst these businessmen;

if you can obtain this product you can use this to

negotiate deals, initiate new business relationships

and receive preferential treatment. Other primary users of rhino horn include affluent mothers who buy it for their children and ageing

parents for its perceived medical benefits.

After investigations into the primary user groups, it has been established that there are only 2 motivators to stop consumption:

There is an IMMEDIATE need for a campaign targeting the primary users in Viet Nam, specifically in Hanoi and Ho Chi Minh City. The

Breaking the Brand project has created such a campaign with the help of the global advertising agency Grey Group. Our aim is to place

adverts in locations frequented by primary user groups, such as the business lounges of Hanoi and Ho Chi Minh City Airports and in business

magazines.

History of poaching rates in South Africa

A perceived negative impact on the health of the user or their

family

A perceived negative impact on the status of the user (in the eyes

of his peers) in the case of businessmen

www.breakingthebrand.org

Example Campaign Adverts Example Publications