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ADVOCATING A WILDLIFE AWARENESS APPROACH TO END DEMAND FOR RHINO HORN IN ASIA

ADVOCATING A WILDLIFE AWARENESS APPROACH TO END DEMAND FOR RHINO HORN IN ASIA. TWO BATTLES RAGING FOR RHINO. On the Ground Legislation Law Enforcement Cooperation Conservation in Africa Political Will. In the Mind Perception in Asia Belief Systems Tradition Economics

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ADVOCATING A WILDLIFE AWARENESS APPROACH TO END DEMAND FOR RHINO HORN IN ASIA

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  1. ADVOCATING A WILDLIFE AWARENESS APPROACH TO END DEMAND FOR RHINO HORN IN ASIA

  2. TWO BATTLES RAGING FOR RHINO On the Ground Legislation Law Enforcement Cooperation Conservation in Africa Political Will In the Mind Perception in Asia Belief Systems Tradition Economics Public Will in Asia 1 ALL IS BEING DONE BY CONSERVATION AGENCIES, GOVERNMENTS AND OTHERS. AND YET WE ARE STILL NOT WINNING! IS IT NOT TIME WE ADDRESSED THESE CONTRIBUTING FACTORS IN THE MIND OF THE BUYERS OF RHINO HORN?

  3. HOW TO WIN THE BATTLE OF THE MIND When demand is driven by cultural beliefs, miss-informed public and an economics of greed, criminality, corruption and collusion. We need to addres the core issue . . . People’s mindsets and the memes behind them.

  4. Mindsets and Cultural beliefs are considered ‘memes’ • They can be changed, here is how: • Expose irrational opposition • Remove blame • Debunk counterfeit science • Expose silo-thinking • Remove extreme economics • Use cultural influencers to lead the change with • inspirational and factual message directed to a mass audience.

  5. In a nutshell to change a meme: A TARGETED MEDIA and AWARENESS CAMPAIGN is needed. Such a focused and collaborative media campaign to reduce demand in Asia has not yet been attempted. Let us show you an example of what is possible and how effective it is . . .

  6. EXAMPLE OF EFFECTIVE MEDIA CAMPAIGN

  7. 65% agree that the ad makes them want to reduce their consumption of shark fin soup 63%agree that it makes them want to stop eating shark fin soup all together 62%agree that they would talk to friends, family and colleagues about the issue 82%said they had reduced or stopped their consumption of shark fin soup 94% said the campaign had impact and made them more aware of the issues

  8. HOW TO REACH 1 BILLION PEOPLE CELEBRITIES AND PEOPLE OF INFLUENCE Jackie Chan, Leonardo DiCaprio, Harrison Ford, Yao Ming, Liu Huan and more recently, Richard Branson. Broadcasters have never edited or censored these PSAs in China - an unprecedented accomplishment for an NGO working in China.WildAid is the only NGO to work alongside Xinhua News Agency and to receive pro bono airtime on state TV CCTV.

  9. In addition to traditional television broadcast, we will work to have our rhino PSA’s shown on television screens placed in strategic locations such as banks, hospitals and office buildings. Sina Microblog equivalent to Twitter with 50 million users Kaixin001 equivalent to Facebook with over 90 million users Douban, Youku and Tudou equivalent to YouTube: • Youku 89m unique visitors and 1.7b page views • Tudou 66m unique visitors and 1.1b page views • Douban 16m unique visitors and 300m page views Taxi users in Beijing and Shanghai are mostly business people and middle class consumers some 8000 times a fortnight, on a completely pro bono basis. 59 moving LED billboards located in 18 cities across China. 12 airlines with more than 20,000 in-flight monitors and at 53 airports able to reach over 93% of Chinese domestic air traffic and more than 400 million passengers.

  10. We know an awareness campaign of this nature can take the pressure off rhino in the long term.

  11. SOMETIMES REALITY IS QUITE SIMPLE AND THE SOLUTION QUITE OBVIOUS IT IS ONLY WHEN PEOPLE STOP BUYING HORN THAT POACHERS WILL STOP KILLING RHINO

  12. www.wildaid.org www.wildlfieactfund.org www.rhinoreality.org

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