Chi Initiative Phase III Campaign Report

The Chi Initiative was designed to change status-seeking consumption behaviors among the target audience of Vietnamese businessmen. The campaign focused on "Mr. L", a businessman who enjoys being seen as a leader at work, within his community, and among his friends, and who prefers to use natural products in order to stay fit and healthy. The main message of the Chi Initiative is that true strength comes from within. Phase I of the Chi campaign focused on reaching the target audience with behavior change communication, and Phase II expanded to mobilize the business community against the consumption of illegal wildlife products, reinforcing Mr. L’s behavior change journey. In Chi Phase III, the initiative further broadened its scope and utilized three SBCC strategies—behavior change communication, social mobilization, and advocacy—as a 360-degree approach to bring about behavior change among consumers and all levels of influence surrounding the consumers.