Vietnam Central Committee for Propaganda and Education (CCPE) strongly supports to Chi initiative

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

Vietnam Central Committee for Propaganda and Education (CCPE) strongly supports to Chi initiative

Chi initiative

Mr. Bùi Ngọc Mạnh, Director of Center for Research, Professional Development and Resources, Central Committee for Propaganda and Education (CCPE) delivered the speech Press Release of Launching Chi initiative phase II 

 Distinguished guests,

Protecting environment and wildlife nature has become one of the key missions to mitigate the negative impacts of development activities on natural environment in many countries. In Vietnam, the Party and State continuously issue guidelines and policies to protect environmental resources. It is affirmed in Resolutions and Directives that economic growth must be in harmony with cultural development to gradually enhance the life of the people, contribute to social progress and justice and improve the environment. 

As an advisory agency of the Central Committee of the Communist Party in propaganda and education, Central Committee for Propaganda and Education (CCPE) has promulgated guidelines on propaganda to raise awareness for the staff, the Party members and people about the guidelines and policies of the Party and State as well as the positions and roles of environmental protection, biodiversity preservation, and particularly rare and precious endangered wild fauna and flora conservation. 

Wild fauna and flora trade for food, medicine and luxurious goods sharply reduces wildlife fauna and flora resources in Vietnam and entire Southest Asia. To address this issue, CCPE has coordinated with relevant ministries, domestic and foreign organizations to guide propaganda to all levels of the Party committees, authorities, social and political organizations to implement the Party policies and solutions in “enhancing information sharing for public condemnation, raising awareness, and strictly handling resources wastefulness, wild fauna and flora illegal poaching and consuming”.  

Via coordination with TRAFFIC, we highly appreciate huge efforts of conservation-related social communication campaigns initiated in Vietnam, which help raise awareness about the significance of biodiversity and endangered fauna and flora protection for the community and the people. 


Chi initiative


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. 

In the framework of Chi initiative phase I, CCPE has coordinated with TRAFFIC to implement numerous behavior change social communication activities, particularly the presentation of social communication images of not using wild fauna and flora at International Departure Lounge - Noibai International Airport, Workshops, Trainings on behavior change for staff, civil servants, the Party members, individuals playing an important role in propaganda and leading in the protection of resources, environment, wild fauna and flora. It can be seen that Chi initiative has gained significant achievements in wild fauna and flora demand reduction, including rhino horns consumption in Vietnam.

To protect national biodiversity and conserve wild fauna, flora and nature in Chi initiative phase II, CCPE would continue to enhance propaganda on rare and precious endangered wild fauna and flora conservation;  organize propaganda in diverse forms; develop propaganda campaigns and programs on rare and precious endangered species such as tiger, rhinos, bear, pangolin, etc.; organize conferences; place posters at offices, agencies and public locations; integrate propaganda content about natural conservation, biodiversity, rare and precious endangered wild species preservation into activities of the Party branches; promote the roles of mass media; open specialized pages and corners on Vietnam Communist Party websites, propaganda magazines; and particularly promote the roles of reporters and communicators from central to local level.

With meaningful humane message potraying a model of new civilized and modern lifestyle in which individuals “Gain prosperity from inner strength – Invite hardship by using horns”, it is hoped that Chi initiative continue to yield engaging methods, create positive changes in conserving endangered wild fauna and flora and preserving environment and resources sustainably in Vietnam.  

Thank you

Key Word :

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