We’ve seen advertisements and pleas targeting Asian communities to stop using rhino horn. Famed Chinese NBA player, Yao Ming and Chinese stuntman and actor, Jackie Chan have used their star power to bring awareness to the plight of the rhino in China.
WWF and TRAFFIC are sponsoring adverts being displayed through many different communication channels, including newspapers, television, and social media platforms like Facebook. They have placements in hundreds of offices and residential buildings, airports, corporate offices and universities throughout Vietnam.
But how well is it working? Is anyone out there paying attention?
Journalist Craig Simons who lived in Beijing for eight years wrote about his time there in “The Devouring Dragon”. Simons says “N.G.O.s (non-government organizations) have had a limited ability to influence the decisions of average Chinese consumers. Advertisements have been successful but their benefits are offset by millions of Chinese just now becoming rich enough…
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