Nowadays, the consumption of rhino horn is seen as a demonstration of wealth, exclusively reserved for those who can afford it. As Vietnam has seen a boom in economic development in the past couple of decades, the number of potential consumers has rapidly increased and are directly fuelling a rise in rhino poaching in Africa. Using rhino horn can be seen as a status symbol, just like owning a flashy car.
ENV is working to stop this worrying trend in Vietnam by cooperating with luxury car brands, to actively remove the association between wealth, image and rhino horn consumption. We are doing this through the use of a positive, ‘win-win’ message, promoting the good choices the customer has made by choosing a particular car at the same time as not consuming rhino horn.
This week, we are very excited to work with Mercedes-Benz and BMW to display our flyers (which also educate the reader about the lack of medicinal and social value of rhino horn) at 5 BMW showrooms in both Hanoi and Ho Chi Minh City, and our boards at 3 Mercedes-Benz outlets in Hanoi, Da Nang and Hai Phong.