Years Funded: 2012-2013
Rhinos have existed on earth for over 50 million years, and modern rhino species have been in existence for over 15 million years. However, many rhino species have historically gone extinct and only five species remain today. While most endangered species of animals are threatened by habitat loss due to encroaching human development, African rhinos have ample suitable habitat and face only one major threat: poaching, specifically for their horns.
Rhino horn has traditionally been used in Asian medicine for reducing fevers and other ailments, but relatively infrequently due to its high price. In response to the international trade ban to protect wild rhinos, the Chinese government banned the use of rhino horn in traditional Chinese medicine in 1993, removing rhino horn from the Chinese pharmacopoeia administered by the Ministry of Health and the People’s Republic of China. Yet rhino horn is still in demand for use within Traditional Chinese Medicine across China and Southeast Asia.
WildAid Canada worked with WildAid USA on a campaign to reduce rhino horn demand in China and Vietnam. WildAid developed, produced and released new TV PSAs featuring Jackie Chan, Maggie Q, Li Bingbing, Jiang Wen and the celebrity team of The Duke of Cambridge, David Beckham and Yao Ming.