CHI III Initiative Campaign Video (Short Version)

The CHI III campaign video reminds its target audience that a person's true strength comes from within, rather than from a rhino horn. This is the latest of a series of social and behavior change communication materials released by the Chi III Initiative, which targets middle-age wealthy businesspeople in Vietnam, a key rhino horn consumption group. The campaign encurages local businesspeople to become Chi champions and lead the country into a new era with social norms that view buying or using rhino horn as unacceptable.