Email From Chris Mercer of the Campaign Against Canned Hunting
Breaking The Brand Presents at the 2014 Zoo and Aquarium Association Conference
The opportunity to present the Breaking The Band campaign to over 120 delegates at the 2014 Zoo and Aquarium Association (ZAA) Conference was exciting if a little daunting. The conference, hosted by Auckland Zoo, brought people together to share ideas and, to quote the ZAA Australasia President Karen Fifield, take...
Applying Breaking The Brand Behaviour Change to Canned Lion Hunting
As we approach the Global March for Lions on March 15th the Breaking the Brand team would like to highlight how the model we have used to create the rhino campaign can help design behaviour change adverts targeting the canned hunting industry and its ‘supply chain’, namely lion cub petting...
How to Stop Rhino Poaching
There are a lot of initiatives under way to stop the relentless increase in rhino poaching. Unfortunately, we are not seeing any discernable success as rhino poaching continues to grow at a rate of around 50% a year. In order to properly understand the problem we need to look at...
Values Development, Behaviour Change and Conservation
As individuals we are not fixed in our nature, we evolve and adapt due to different life circumstances and are able to deal with greater intellectual and emotional complexity. Spiral Dynamics is one of the models used to describe this evolution.
According to developers of Spiral Dynamics, Graves, Beck and...
Breaking a Brand – Behaviour Change Campaigns
The demand for illegal and endangered wildlife products needs an ever greater focus. Some animals have become so valuable for their parts that the cost of their 24/7 security is becoming prohibitive.
In such instances, when there is limited time for awareness raising and education, brand breaking for behaviour change...
The Other Primary Users Of Rhino Horn In Viet Nam
Affluent Mothers Why do affluent Asian mothers also use rhino horn? They are probably the wives of the wealthy businessmen who use rhino horn and they often use it as 'insurance' in case their child gets sick.
Mock Ad - Sick Child
Believe that rhino horn can help children be...
Why Viet Nam? Why Now?
In order to address the demand side, a good understanding of the consumer of rhino horn in Vietnam is required, including their primary motivations for obtaining and consuming rhino horn.
Vietnam has a population of about 92 million people, with approximately 80% of the populace under the age of 40...
No Time To Wait
Less than 2 years ago we were losing 1 rhino every 24 hours to poachers in South Africa. At the beginning of 2013 it was 1 rhino every 11 hours and, in a matter of months, it’s now standing at 1 rhino every 9 hours.
Want more information on rhino...
More And More Rhino Horn Is Being Poisoned
In an attempt to prevent poaching, game reserves are now injecting poison into the rhinos' horns to scare off consumer demand, as reported by The Guardian recently. Currently, this strategy is not well known in Viet Nam and it would be helpful if there was more public awareness the risk...