[4] Due to the burgeoning economies of both China and Vietnam in recent years, the expanding middle class, with larger disposable incomes, created a surge in demand for wildlife trade products[5] such as rhino horn and tiger bone paste.
[10] The emphasis of these short infomercials is that wildlife trade products, such as pangolin scales, rhino horn and tiger bones, lack medicinal value.
But just as important is the fact that being a consumer of illegal wildlife products helps to line the pockets of organized crime and encourages cruelty to animals.
ENV also works with well-known Vietnamese celebrities to spread the wildlife protection message to their fans and the general public.
[12][13][14] Further efforts to cut consumer demand have included the establishment of Wildlife Safety Zones in conjunction with ministries, government offices, corporate partners and markets across Vietnam.
[16] Outreach events are also run at universities, parks and shopping malls to promote public awareness and involvement in their campaigns.
[17] For example, ENV, in partnership with the South African organization Endangered Wildlife Trust, launched a targeted campaign to convince shoppers to ‘Say no to rhino horn’ through awareness events and viral media activities.
Since 2013 ENV has cracked down on consumer demand by targeting major cities including Hanoi, Huế, Dong Ha, Ho Chi Mi, Vinh and Da Nang.
Current investigations focus on crime syndicates that support the illegal transnational trade of endangered species, such as a major criminal network that smuggled frozen tigers from Laos into Vietnam.
ENV produced a film about the case, and sent it to hundreds of legislators to encourage them to prosecute the kingpin of the marine turtle trade.