Page 35 - index
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? “We invited Thanh and Vietnamese
pop diva Thu Minh to South Africa
A Vietnamese youth ambassador gets up close and personal with a young rhino during a where we introduced them to rhinos
visit to South Africa at Shamwari Game Reserve,” says
Cheryl Reynolds, Marketing and
DESPITE INTENSIFIED SECURITY Previous efforts have been made Communications Manager for the
measures, rhinos continue to to quell the demand for rhino horn in Wilderness Foundation Africa. “We
be poached in South Africa Vietnam. The World Wildlife Fund and a know how effective being up close
in large numbers. But rather than wildlife trade-monitoring network called and personal with the animals is. It
simply fighting the problem on home Traffic launched an advertising campaign was during the visit that we learned
soil, Wilderness Foundation Africa – a in the country in 2013. The approach more about how involved Thanh is
conservation organisation founded was to explain that rhino horns comprise with the international schools of Ho
by the late Dr Ian Player in 1972 – is keratin, which is the same substance Chi Minh City through his Soul Music
taking a different approach. Through that makes up our finger- and toenails. and Performing Arts Academy, which
a hands-on marketing campaign, it focuses on fostering young talent in
is aiming to convince the youth of In another campaign, the Convention music and dance. He came up with
Vietnam, the South East Asian country on International Trade in Endangered the idea of talking to the schools.”
which is the biggest user of rhino horn, Species of Wild Fauna and Flora (CITES)
to lead the crusade to reduce demand. embarked on a drive to advance Vietnam’s international schools are
awareness among school teachers in prestigious, sought-after private schools
The increased poaching is closely central Vietnam. Several internationally that cater to wealthy Vietnamese
linked to the rapid economic growth famous individuals, including Prince and expat families. Because most
experienced in the country over the Harry and Victoria’s Secret model of their parents are international
past two decades. Vietnam has, says Candice Swanepoel, have been inducted businessmen and women who consider
the World Bank, undergone the fastest as Save the Rhino ambassadors. the language mandatory for success
per capita gross domestic product and multiculturalism important to
growth in the world since 1990. CELEBRITY AMBASSADOR
But it was when the Port Elizabeth-based ?
This increased disposable income Wilderness Foundation Africa team met Recruiting a local
has led to greater demand for wildlife Vietnamese-Australian singer-songwriter, celebrity has been
products, including rhino horn, which Thanh Bui, that they saw an opportunity a key component
is a symbol of accomplishment and to do things differently. Thanh Bui rose
prosperity among the wealthy classes. to fame as a finalist on the TV show education, the children are taught in
Cultural reverence for the product is Australian Idol before moving back to English, which is the language of the
buoyed by the fallacy that it has curative Vietnam where he is now one the best- Wilderness Foundation’s campaign.
properties. As such, rhino horn is used known celebrities and a sustainability
to treat a wide variety of ailments, from ambassador for the United Nations. International schools were
hangovers to terminal illnesses. specifically targeted because wealthy
Vietnamese constitute the greatest
market for rhino horn. In other words,
the parents of these children are those
who are buying the most horn.
The result was that Wilderness
Foundation Africa partnered with the
Peace Parks Foundation and Investec
Rhino Lifeline to launch the Wild Rhino
Competition. This was presented to
almost 15 000 Vietnamese students >>
October 2016 – January 2017 strategicmarketing 33
