Three Wise Men target illegal rhino horn trade in Vietnam with print campaign

Melbourne-based independent communications consultancy Three Wise Men has targeted the illegal rhino horn trade in a print campaign running in Vietnamese publications which aim to educate wealthy Vietnamese on the dangers of using rhino horn as medicine.

The campaign features images of dead rhinos set beside images of Vietnamese using the horn material as a medicine, with long copy detailing how rhino horn is poisonous if ingested.

The campaign was translated into Vietnamese to appear in local publications and, according to the agency, has created widespread discussion on using rhino horn as medicine.

Three Wise Men launched in August last year and was founded by former Grey Melbourne general manager Randal Glennon and creative director Nigel Dawson.

The illegal trade in rhino horn to feed the egos of wealthy Vietnamese is decimating the rhino population in Africa. Poachers killed 83 rhinos in 2008; by 2014 that number had escalated to 1215. Vietnamese businessmen give rhino horn to impress; mothers use it in the erroneous belief that it has medicinal value.

Three Wise Mens campaign was translated into Vietnamese to appear in local publications. It has created widespread comment and caused many people to rethink their behaviour.

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Three Wise Men target illegal rhino horn trade in Vietnam with print campaign