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Our News
REPORTING WORKSHOP FOR A COMMUNICATION CAMPAIGN TO REDUCE THE DEMAND FOR IVORY AMONG INTERNATIONAL TOURISTS TO VIET NAM
WWF-Viet Nam held a reporting workshop for the Elephant Ivory Campaign in Viet Nam with the participation of representatives of management agencies in tourism, law enforcement agencies on prevention and combat of illegal wildlife trade.
Many tourists not only have the demand to buy ivory products but also falsely think that ivory was completely legal in Viet Nam. As international tourism recovers rapidly, raising awareness for tourists to reduce violations related to ivory products is critical, contributing to dismantling the global illegal ivory supply chain.
At the workshop, participants looked back on the development, implementation and results achieved of the communication campaign during the implementation period from January to April 2025. The project's key visuals have been shown on 328 small LED screens at 14 international airports across the country; 8 large LED screens at airports and 8 large LED screens at tourist attractions in Ha Noi, Da Nang, Nha Trang and Ho Chi Minh City. 5 articles about the various consequences of ivory consumption were also posted on WWF-Viet Nam's Facebook page, earning more than 6 million impressions and 18,000 interactions.
Through a survey and evaluation of 248 samples consisting of foreign tourists in 4 cities where the project was implemented, the communication message of the campaign has affirmed its effectiveness in changing the perception and intention to buy ivory of tourists. Over 60% of visitors who were exposed to the key visual stated that the communication materials were impressive, clear, comprehensive and useful. In particular, the message had a significant impact on purchase intentions, when only 4.3% of tourists who had been exposed to the visual intending to buy ivory souvenirs compared to 8.1% of tourists who had not been exposed. However, the study also shows that the campaign had limited coverage during the survey period.
At the end of the workshop, the participants shared their opinions on the strengths and weaknesses of the campaign, as well as gave constructive feedback for future activities. Future campaigns can take advantage of direct communication channels aimed at tourists such as tour guides, tour buses and sightseeing ticket points. In addition, the media audience can also be extended to domestic tourists, organizations and schools, young children, and potential traders of ivory products. The implementation of large-scale communication projects will also require coordination from central and local government agencies, and tourism business associations.
The Ivory Campaign in Viet Nam demonstrates interdisciplinary efforts in preventing illegal ivory trade in Viet Nam. The campaign is also a valuable lesson for future demand reduction initiatives, contributing to developing more effective communication materials and campaign designs in the future.
© WWF-Viet Nam
Mr. Nguyen Anh Tuan - Expert of CITES Management Authority of Vietnam delivered a welcoming speech at the workshop
© WWF-Viet Nam
Ms. Nguyen Thi Thu Mai - Dean of the Faculty of Tourism of Hanoi Open University presented the results of the campaign evaluation survey
© WWF-Viet Nam
Delegates shared their opinions at the workshop