Reducing Consumer Demand and Mobilizing Public Participation in Combatting Wildlife Trade


ENV’s public awareness campaigns aim to reduce consumption of wildlife by influencing public attitudes and encouraging the public to become actively involved in wildlife protection.

ENV uses a variety of tools to raise awareness about the wildlife trade including television, radio, and newspapers, as well as hosting high profile events and a growing viral advertising and social media program on the internet. ENV also works closely with the media to increase and sustain the coverage on important wildlife trade issues in Vietnam’s press, and maintains an active network of more than 300  journalist to facilitate reaching the public.

ENV’s major long-running awareness activities include public exhibits focusing on reducing consumption of wildlife and bringing an end to the illegal trade and farming of bears, and seminars for university students encouraging public action to combat the illegal wildlife trade.


Bear exhibits call for an end to bear farming and encourage people to say “NO” to bear bile. The ENV bear mascot is popular with the kids.
Wildlife trade exhibits focus on reducing wildlife consumption in Vietnam, and include features such as an opinion topic to encourage the sharing of ideas.
In the market initiative, large banners are hung prominently at markets to raise shoppers’ awareness of wildlife trade and consumption. Each university seminar includes a presentation on the illegal wildlife trade crisis, a debate, and ENV’s bear play is performed by the students.



Over the past 14 years, ENV has produced 41 PSA videos targeting consumers of bear bile, tiger bone TCM, rhino horn, and wildlife in general, as well as several pangolin PSAs encouraging the public to report trafficking, and a special marine turtle PSA aired on Con Dao Island encouraging the public not to exploit or consume marine turtle eggs.

Each PSA is aired on up to 60 television stations nationally, reaching millions of viewers. All ENV PSAs have the dual value of promoting demand reduction messaging and advertising the ENV Wildlife Crime Hotline.

ENV’s Bear PSA on VTV: https://youtu.be/MSSTuD0qP5Y