CHI Initiative

The Chi Initiative Phase III, funded by USAID Wildlife Asia, was launched in August 2018, with two Chi III PSAs developed, pretested, and launched to address the new and emerging uses of rhino horn – status and medicinal – which were recently reported in 2018 USAID’s Consumer Research on the consumption of illegal wildlife products in Vietnam.TRAFFIC originally developed the Chi Initiative using key findings from a comprehensive consumer research in 2014, which identified wealthy Vietnamese businessmen between the ages of 35 and 55 year as a key rhino horn user group. The overarching message of Chi drives the concept that success, masculinity, and good fortune come from an individual’s strength of character and not from the use of rhino horn and other illegal wildlife products. The initiative uses behavioral science to encourage Vietnamese businessmen to demonstrate their Chi (strength) by becoming leaders in corporate social responsibility and in wildlife protection.

Success, masculinity, and good fortune come from an individual’s Chi or inner strength.

 

CHI III Campaign Key Visuals

CHI III key visual

CHI III key visual

CHI III Initiative Campaign Video (Full Version)

Aug 24, 2020 · video

USAID Wildlife Asia recently launched a new video public service announcement for the Chi III Initiative, a social and behavior change communication (SBCC) ...