Posted on January, 18 2007

HANOI - Today, a Public Service Announcement (PSA) campaign aimed at changing consumer attitudes about unsustainable wildlife consumption was officially launched in Hanoi. The campaign, consisting of five TV PSAs and five print PSAs, is a part of a larger awareness-raising project between WWF Greater Mekong and TRAFFIC - a joint programme of IUCN and WWF for monitoring wildlife trade - addressing unsustainable wildlife consumption in Vietnam.

For the first time in Vietnam, celebrities have joined WWF and TRAFFIC in the effort to curb the illegal trade and consumption of wildlife products, which is considered one of the biggest threats to the country’s biodiversity. Five celebrities, representing different sectors (science, beauty, sport, music, and TV), appear in the PSAs, appealing to Vietnamese people not to consume wildlife products during the coming Tet Holiday. They are Professor Lan Dung, Miss Vietnam Ngoc Khanh, body builder Ly Duc, composer Huy Tuan, and television MC Thao Van.

The rampant trade of wildlife in Vietnam has pushed many animal and plant species dangerously close to extinction, threatening not only the species and natural resources of the country and its neighbours, but Vietnamese livelihoods as well.

A Matter of Attitude - Reducing Consumption of Wildlife Products in Hanoi, Vietnam, the joint project between WWF and TRAFFIC, which has been funded by the Danish International Development Agency (DANIDA), is addressing this urgent issue through a variety of activities aimed at increasing consumer awareness. According to the results of recent attitudinal surveys on the issue, the consumption of wildlife products in Vietnam always increases dramatically around the end of the lunar year, when people often throw parties with their business partners and friends.

As wildlife products are considered a symbol of social status and wealth, they are consumed extensively as party food and gifts around Tet, primarily in January and February. The PSA campaign therefore aims to change this destructive habit, in order to conserve the endangered wildlife of Southeast Asia.

With the support of Vietnam Television (VTV), the TV PSAs will be broadcast on VTV channels throughout the months of January and February, before and during Tet.

In these PSAs, the five celebrities talk about different issues related to unsustainable wildlife consumption, and then repeat the campaign slogan: “Let’s have a Tet without consuming endangered wildlife products”. While Professor Lan Dung, a member of the National Assembly, warns people of the illegality of this consumption, famous body builder, Ly Duc, advises people to play sports to keep fit instead of using wildlife products.

Miss Vietnam 1998, Ngoc Khanh, discusses the fact that many species are facing extinction due to unsustainable consumption. This is echoed by renowned composer, Huy Tuan, who calls for everyone to contribute to the conservation of Vietnam’s natural heritage, while television MC, Thao Van, mentions the necessity of maintaining sustainable consumption practices in a time of rapid economic development in Vietnam.

Vietnam Television has been supporting WWF in its conservation work since the organization was first established in the country. With this project, VTV has committed to sponsoring the campaign by providing free airtime for the PSAs. During the event, a representative of VTV, received the five PSAs from the project team.

The print PSAs, with the same celebrities and the same slogan, will be published in popular publications, particularly the Tet editions, as well as in issues directly before and after the lunar new year. The publications will include Lao Dong, Tuoi Tre, Thoi Bao Kinh Te, Ha Noi Moi, The Thao Ngay Nay, An Ninh Thu Do, and Dien Dan Doanh Nghiep. The print PSAs will also be made into posters, which will be posted in restaurants and public places around Hanoi.

Mr Eric Coull, WWF Greater Mekong Representative, opened the launch expressing his high appreciation of the great enthusiasm and strong commitment of the celebrities towards the project. “We are so lucky that people, as influential as you, are on our side”, “I think with the great talent, fame, and winning personalities of the celebrities, these PSAs will have a huge impact on changing people’s behaviour, and eventually their consumption habits. I hope more Vietnamese celebrities will be interested in joining us, because we are working towards a more sustainable future for this beautiful country.”

In his speech at the event, Ryan White, WWF Greater Mekong’s Film Consultant, who produced the TV PSAs, said: “The first step in changing consumer attitudes is having the ability to speak to your target audience. Celebrities have the power to reach out to a broad spectrum of the Vietnamese public, and through their involvement, our critical message will be heard by a much wider and more diverse audience.” Ryan is also working on two documentary films on the illegal consumption of wildlife trade in Vietnam, and last year, worked with Hanoi high school students to produce three TV PSAs, also on the same issue, which were broadcast on VTV1.

The young, talented designer, Ngo Nhat Hoang, director of Galaxy Creative, who produced the print PSAs, also took pride in joining the project: “I am proud to be able to contribute to this important cause, and I believe the young generation will have a much better attitude toward this issue and make sure the country’s biodiversity will be conserved.”

Speaking on behalf of the celebrities, Professor Lan Dung said “The consumption of endangered species is a ridiculous new trend. It is terrible that consumers are not aware that this is both illegal and destructive to Vietnam’s natural resources”.  “I am proud to stand alongside the four other participants in this campaign, together we can urge all Vietnamese people to conserve this country’s irreplaceable natural heritage”.

While DANIDA is the major donor of the project, HSBC in Vietnam and Canon Singapore, also contributed to the PSA campaign, through donations which have made the production of video projects possible.  

END NOTES

• Within Southeast Asia, Vietnam plays three important roles in the illegal wildlife trade:  with its abundant natural wealth, it supplies international markets, particularly China, with a variety of plants and animals; through an increasingly wealthy urban population, it consumes both locally and internationally sourced wild animals and plants; and finally, with its well-established trading ties with China, it acts as an integral trade conduit of its neighbours' wildlife. With nearly half of all Hanoi residents surveyed having personally used wildlife products, the need for an increased local awareness is both immense and extremely urgent.

For more information:
Ms Hoang Thi Minh Hong
Communications Manager
WWF Greater Mekong Programme
Tel: +84 4 719 3102 ext. 126
Email: hong.hoangminh@wwfgreatermekong.org