An emotional commercial is launched for air travellers of flag carrier Vietnam Airlines in the hope of reducing demand for rhino horn in Vietnam. (Photo courtesy of Humane Society International) The short ad, titled “When I Grow Up”, will play onpassenger screens on all Vietnam Airlines flights as well as in premium airlinelounges across the country.
It features Vietnamese primary school children sharingtheir big dreams for the future. A little boy at the end of the story awakensthe compassion and national pride of Vietnamese adults by urging them to stopusing rhino horn.
“Our rhino horn reduction commercial will runconsecutively for a six-month period starting January 2021,” said HSI Vietnamcountry director Tham Hong Phuong. “By reaching the targeted demographic ofmostly affluent air travellers with our tailored campaign messages, we expectto achieve demand-reduction results. We strongly believe that reducing rhinohorn demand will reduce the number of rhinos poached in Africa.”
Dr. Teresa Telecky, vice president of HSI Wildlife, added“the increased demand for wildlife products in Vietnam and other Asiancountries is one of many key threats to endangered species over the world.” Shehoped the message can touch emotions and gradually change behaviour.
Toby Wosskow, British-American award-winning filmmakerwho is the project’s creative director, said “in the commercial, when the youngboy stands in front of the rhinos, the look he shares with his father andgrandfather sends a universal message: it’s never too early or too late tostand up for what is right."
“When first hearing about the story concept, I was drawnto how powerfully a little boy’s courage can motivate emotional change and Irealised how crucial the message of reducing rhino horn usage should be,” saidKathy Uyen, who directed the commercial.
“When I Grow Up” is funded by the Glen and Bobbie CeileyFoundation and is part of HSI’s long-term efforts to reduce the consumption ofrhino horn and other wildlife products in Vietnam and other countries.
Rhino horn is valued in Asian countries for medicinal benefitseven although there is no scientific evidence to back these claims. Horns canbe sold for high prices on the black market.
HSI works around the globe to promote the human-animalbond, rescue and protect dogs and cats, improve farm animal welfare, protectwildlife, promote animal-free testing and research, respond to naturaldisasters and confront cruelty to animals in all of its forms. The organisationstarted working in Vietnam from August 2013./.
VNA
