Campaign: Save the Rhino

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1:26
WPP company(s):
Ogilvy & Mather Vietnam
Client:
WWF

Overview

Some people in Vietnam believe that consuming rhino horn can cure disease – putting African rhinos on the brink of extinction. To reduce demand and kill off the trade, WWF injected the horns of wild rhinos with a substance that can make humans ill but is harmless to the animal. Ogilvy & Mather Vietnam created a campaign to ensure everyone was aware of the risks involved in consuming rhino horn, whilst targeting the international community for funds to keep the poisoning program running.

Results:

  • Approximately $127,000 in total earned media and PR fee.
  • 600 traditional medicine practitioners signed the Pledge to abandon the use of rhino horn to treat illness.
  • 77% reduction in purchase intention.
  • 15 - life on land
  • 17- partnerships