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Chi initiative - TRAFFIC launches campaign to end rhino horn use

Chi initiative — TRAFFIC and Intelligentmedia have launched the second phase of its Chi (Strength of Will) initiative, with updated messages and images that continue its mission to instill a zero-tolerance attitude towards rhino-horn consumption.

HÀ NỘI — TRAFFIC and Intelligentmedia have launched the second phase of its Chi (Strength of Will) initiative, with updated messages and images that continue its mission to instill a zero-tolerance attitude towards rhino-horn consumption.

“The Chi initiative message has already reached over 5 million Vietnamese people and has actively engaged 2 million businessmen attending conferences, workshops and other events in Việt Nam,” head of TRAFFIC’s Việt Nam office Madelon Willemsen said at the launch ceremony here today.

“The private and public sectors are showing leadership in the fight against wildlife crime, with ‘Chi initiative’ as the driving force that will instill a zero-tolerance attitude towards illegal consumption of wildlife,” added Willemsen.

Chi initative

The Chi initative promotes the concept that success and good fortune come from within

The initiative is based on the Vietnamese concept of Chi to target the group identified as the primary users of rhino horns: wealthy urban men between the ages of 35 and 55.The overarching message of Chí is that success, masculinity and good fortune come from an individual’s strength of character and not externally from a piece of horn. It encourages wealthy businessmen to demonstrate their Chí by becoming leaders in corporate social responsibility endeavours and through wildlife protection.

The new phase of “Chi initiative” builds on this foundation but drives home an even more powerful message Vượng từ Chí, Lụi vì sừng which roughly translates as “Gain prosperity through inner strength – Invite hardship using the rhino horn.”

It also calls on individual businessmen to act as leaders in their community and take a stand against the consumption of rhino horns in their personal lives and business networks.In the latest phase, businessman Trần Bảo Sơn joins Khải Silk and other successful business leaders in proclaiming that men should harness their inner strength and character and refute the notion that these traits come from external factors, such as rhino horns.

Demand for rhino horns in Asia is driving the poaching of rhinos in the continent and in Africa, with over 1,000 of them killed illegally each year for their horns, putting their future survival at risk. Rhino horns are mainly used by wealthy individuals as a supposed health tonic and as a means to flaunt their wealth, as the buying and selling of rhino horns is illegal under international law and national legislation in Việt Nam.

The first phase of Chi initiative was launched on World Rhino Day, September 22, in 2014 by TRAFFIC and Save the Rhino International and was funded by the UK government.

TRAFFIC is a non-governmental organisation working globally against the trade in wild animals and plants, in the context of both biodiversity conservation and sustainable development. — VNS

From our perspectives, Chi initiative for rhino horn demand reduction via behavior change launched by TRAFFIC in Vietnam and Intelligentmedia Behavior Change Communication Organization shows a creative, positive, civilized and strategic direction. Different from other social communication campaigns on conservation, the message of Chi initiative encourages and changes not only the perception but also the behavior of each individual. By conveying positive messages, Chi initiative creates a new civilized social trend in which each individual fulfills his/her responsibility for society, nature and environment in a creative and active manner.

Key Word :

Intelligentmedia | Behavior change communication | Truyền thông thay đổi hành vi | Demand reduction in Vietnam | Chi initiative | Strength of Will initiative