Wildlife Consumer Behaviour Change Toolkit

Chi Initiative: World Rhino Day Briefing Paper

CHI World Rhino Day Briefing Paper

This briefing paper presents the Chi initiative and its progressive connection with the most prolific
user group of rhino horn, Mr. L. The Chi initiative’s development and delivery is
described referencing a five-step process used by TRAFFIC to deliver behaviour change.
The research insights and results from the consumer surveys in 2012, 2014, 2016 and 2017
are also presented. The evaluation of impact achieved through four years of the Chi initiative’s
targeting of a specific audience has enabled a much deeper understanding of the
consumer motivations, attitudes and drivers. The evaluation defines a framework for progressively
accurate targeting and the evaluation of continued efforts towards a zero-tolerance
to rhino horn consumption in Viet Nam

Read the Briefing Paper Here