Message from new ENV’s PSA: People consuming rhino horn embarrass themselves and their country

Hanoi, September 2016, People who buy or use rhino horn embarrass themselves and their country, the latest Education for Nature-Vietnam (ENV) public service announcement (PSA) hits out.




The video, being aired across Vietnam, portrays a young businessman giving his father a rhino horn as a gift. Holding the gift box in his hands, the old man immediately turns it down, telling his son: “People who buy and use rhino horns not only support the killing of rhinos but also embarrass themselves and their entire country. You shouldn’t have accepted this gift”.


Despite being raised in an education-oriented family, the shame-faced businessman had received the rhino horn as a business gift and decided to give it to his father - a retired scholar, who has broad knowledge and high moral standards, as a health enhancement.


The PSA aims to urge the public not to consume rhino horns and help end the slaughter of rhinos in South Africa.


Vietnam is a key consumer country of rhino horn. In Vietnam, in addition to the misplaced belief that rhino horn can cure cancer and other diseases, rhino horn is perceived as a status symbol or used as a luxury gift to foster business partnerships, which has fuelled rhino horn consumption. This rising consumer demand has driven the massacre of rhinos in South Africa to crisis point. On average, there are three rhinos killed every day in South Africa alone. In South Africa, tragic numbers of rhinos have been killed over the past two years: 1,215 in 2014 and 1,175 in 2015.


“Protecting the world’s rhinos is a responsibility shared by all of us as Vietnamese citizens,” says Nguyen Thi Phuong Dung, Vice Director of ENV. “We cannot succeed in this epic battle to save rhinos without the help of the public.”


Dung went on to list three ways that the public can help protect rhinos;


  • Do not buy or consume rhino horn
  • Report crimes involving selling or trade of rhino horns to local authorities or ENV’s Wildlife Crime Hotline, 1800-1522
  • Help educate others about rhino horn being neither a magic medicine nor a gift


This PSA is the third film to be released this year by ENV, and the 30th PSA up to date, as part of our long-term campaign to reduce consumer demand for products made from endangered wildlife species. The PSA will be broadcast on both national and provincial TV channels throughout Vietnam in the coming months, and can be watched online at ENV’s Youtube channel


ENV gratefully acknowledges Save the Rhino International, International Rhino Foundation and United States Fish and Wildlife Service for their valuable support in producing this PSA. ENV would also like to thank national and provincial TV channels, VTV Cab, MobiTV, VTC Digital, and Sen Communications for airing the film and enabling this important message to reach millions of people across Vietnam.


More details about ENV’s campaign to bring an end to the killing of rhinos can be found at




For more information, please contact:


Communications and Public Awareness Team


Education for Nature - Vietnam (ENV)


Address: Block 17T5, 17th floor, Room 1701, Hoang Dao Thuy Street, Cau Giay District, Hanoi, Vietnam


Tel: +844 6281 5424


Email: This email address is being protected from spambots. You need JavaScript enabled to view it.  


Website: www.envietnam.org


Facebook: https://www.facebook.com/EducationforNatureVietnam


About Education for Nature – Vietnam (ENV)


Education for Nature - Vietnam (ENV) was established in 2000 as Vietnam’s first non-governmental organization focused on the conservation of nature and protection of the environment. Our mission is to foster greater understanding amongst the Vietnamese public about the need to protect nature and wildlife. We employ creative and innovative strategies to influence public attitudes and mobilize Vietnamese citizens to live in balance with the natural world. We work closely with government partners to strengthen policy and legislation and directly support enforcement efforts in the protection of endangered species of national, regional and global significance.


ENV’s strategic approach to end the Killing of Rhinos


ENV is implementing an urgent campaign to raise public awareness and reduce consumer demand for rhino horn.


As part of an ongoing initiative aimed at raising awareness amongst government employees, ENV has partnered with a number of central ministries and provincial departments to place informational banners in the main lobbies and entrances of government buildings. To date, banners have been placed prominently in 78 government offices and agencies. 


In recent years, many public service announcements (PSAs) have been produced and aired nationally on dozens of channels on TV and ENV’s YouTube channel. Whilst some films are emotional and shocking, some are comedic, poking fun at the consumption of rhino horn. Using several different approaches, ENV hopes to appeal to a wide range of consumers and potential consumers.


As part of a developing campaign to reach rhino horn consumers and would-be consumers, ENV has formed partnerships with luxury car dealers including Mercedes - Benz, BMW, and MG, expensive fitness centers and luxury shopping malls in order to display awareness-raising materials and hold interactive events. 


Other activities include


  • Profiling of consumers to clearly identify values associated with the use of rhino horn
  • Encouraging public reporting of crimes involving rhino horn
  • Actively cooperating with law enforcement agencies in Vietnam and abroad to combat rhino horn smuggling
  • Advocating sounds policies and legislation, and building support within key ministries and the National Assembly in support of efforts to protect the world’s rhinos
  • A wide range of supplementary awareness activities targeting businessmen and the general public including Voice of Vietnam radio programs, a Facebook campaign, viral advertisements, letters to influential CEOs, postcards to influential politicians and public figures, and corporate partnerships with traditional medicine shops and drugstores.