Breaking The Brand is a volunteer organisation that doesn’t currently have the funds to do substantial evaluations. But that doesn’t mean that we haven’t tried to evaluate the response to our pilot campaign in Viet Nam.  In early 2014, long before our pilot campaign was launched, we approached an international company with offices in Viet Nam to ask if we could interview senior managers in Hanoi and Ho Chi Minh City. To clarify: The managers were Vietnamese citizens The interviews would be voluntary and no personal information would be collected In volunteering for the interviews, this in no way indicated that the interviewee was a rhino horn user, simply that they were part of the demographic group that [...]

When we started Breaking The Brand it was because we saw a lack of focus on the root cause of rhino poaching and wildlife crime in general, namely the end user. Similarly, the work that was being done on the demand side in the main did not resonate with the primary users of genuine rhino horn. All the work undertaken from anti-poaching measures to dehorning, though absolutely necessary or worth trying, in effect tackle the symptoms and not the root cause. However, after recent work in both Viet Nam and South Africa, the Breaking The Brand leadership team has found itself debating if the root cause driving the current rhino poaching tragedy has shifted, and we [...]

The market for wild animals, both illegal and endangered, has changed significantly in recent years. It is essential that the responses needed to contain escalating demand evolve in answer to the new tactics of the wildlife traffickers. In the last few decades many large conservation bodies have accepted, to some degree, the commoditisation of wildlife with the aim to reduce human-wildlife conflict. With the rapid acceleration of wealth in Asia the demand for many of these ‘products’ has spiralled out of control to the point where there is a real chance of iconic species such as rhinos, tigers, elephants and lions being driven to extinction in the wild on our watch. The current skills and experience of the [...]

Breaking The Brand’s supporters do it again - Vietnamese New Year Campaign ‘Will your luck run out?’ went live on the 16th January 2015. To follow up from our successful pilot campaign ‘Is it worth the risk?’, the Breaking The Brand project team has created a campaign for Vietnamese New Year or Tet. This could not have been done without our supporters in Australia and worldwide who donated the funds to run full-page adverts in key business, lifestyle and women's magazines for 5 weeks leading up to the lunar New Year on the 19th February 2015. This includes a full-page advert in Heritage Magazine, the in-flight magazine of Viet Nam Airlines throughout February, a time when many wealthy Vietnamese are [...]

It is no secret that the South African Government has approved the submission to the next CITES conference, scheduled to take place in 2016 in South Africa, to introduce a regulated international trade in rhino horn. Backing this approach are a number of pro-trade lobby groups. Even through the commonly held belief is that it is unlikely to be permitted, pro-trade trade groups will spend the time leading up to the October 2016 conference trying to prove that a legalised trade in rhino horn is the only way to save the animal. One of the final things to stand in their way is a successful demand reduction approach to stop rhino poaching. The conservation industry has an 18 [...]

Over the last 6 months I have forgotten how many times I have recommended to my contacts in the conservation industry to watch the BBC series ’The Men Who Made Us Spend’ and in particular Episode 2. In this episode Jacques Peretti explores how fear has a powerful hold over our behaviours – and how this has been exploited by those who want to sell us products and services. He meets the men who sold us cigarettes, SUVs, soap, and even bottled water off the back of our anxieties – and our desire to have those anxieties banished. The strategies and techniques used to manipulate us to spend are the same ones that can be used to manipulate the users [...]

A lot is being done to save the rhino, yet poaching levels continue to increase and demand for rhino horn shows no signs of abating soon. With all the money going into protecting the species from possible extinction within the next 10 years, why aren’t we making inroads? From Breaking The Brand’s perspective there is a misalignment in funding between the strategies that are most likely to save the rhino if used in the right combination. To understand why this is happening and how it can be corrected, let’s begin by outlining the three strategies that we feel could work well together: Anti-poaching and security measures in Africa and Asia (Physical) Horn devaluation measures (toxin infusion) [...]

Based on the information Breaking The Brand gathered from interviewing the users of genuine rhino horn in Viet Nam, we know that status and belonging to a high-status peer group are key motivators for rhino horn consumption. This was also the conclusion of work done by TRAFFIC in Viet Nam - see here. The best way of stemming consumption in these primary user groups involves undermining the role of rhino horn as a medium for communicating prestige, both in general and more specifically within the user’s peer group or the peer group they aspire to be a part of. The primary user of genuine rhino horn – high status male: Analysis of the [...]

More targeted demand reduction campaigns are needed to change the purchasing decisions of the users of genuine rhino horn driving the current rhino killing spree. Breaking The Brand is delighted to announce that our campaign, focusing on the primary users in Viet Nam, went live on the 15th September 2014. This was made possible because supporters from around the world have helped make it happen. Since launching the idea in February 2013, donations of goods and services and fundraising $2,000, via pozible.com, enabled Breaking The Brand to create a series of 6 adverts by January 2014. These adverts were created to target the two motivators to stop buying rhino horn the users expressed when interviewed, namely: If using [...]

The South African government has around 16,437 kilograms of stockpiled rhino horn and a further 2,091 kilograms more is in private hands. In recent months the South African government has stepped up its pro-trade argument and undoubtedly there will be some private rhino owners who are pro-trade. Pro-trade requires the value of the horn to be maintained. Toxin infusion in to the horn is a devaluation strategy. Why would a government want a commodity devalued when it is pushing hard to legalise trade? Do you think this could be the reason the only rhino protection method which devalues the horn is being singled out for criticism? Well a lot of South Africans and people around the world seem [...]