Summary Report: Elephant Ivory Campaign in Viet Nam (2025)

Posted on 09 June 2025

To help lessen the poaching pressure for ivory on African elephants, the Elephant Ivory campaign in Viet Nam (2025) aims to reduce the demand for ivory products among international tourists. The campaign focused on the illegality aspect of ivory, and utilized Digital OOH screens at key touch points with tourists as well as social media for domestic viewers.

Throughout its implementation, the campaign achieved the following:

336 LED screens across 14 international airports displayed the campaign's key visual, with an estimated close to 5 million daily impressions.
8 large LED screens across four city centers displayed the visual, reaching an estimated over 8 million people daily.
13 media stories generated by national media outlets.
4.4 million reach from the social media campaign on Facebook targeting domestic viewers.

The post-campaign evaluation results show that only 4.3% of travelers who saw the campaign still have intention to buy elephant ivory products in the future, whereas 8.1% of those who did not see the campaign have the buying intention. In addition, the majority of the people who saw the visual found it to be useful, clear, memorable and informative.

However, the survey also revealed that digital display on commercial LED screens might not be the most effective channel to reach tourists. Future campaigns can consider utilizing more direct channels such as tour guides, tour buses or ticket booths.

Additionally, special consideration should be taken when developing social media content about IWT to avoid being falsely flagged by the algorithm as promotion of illegal products.

The campaign also received huge support from media providers, creative agencies, government partners that helped develop and finalize the key visual, extend coverage within the limited budget. Partnership with both the public and private sector is essential to provide useful external perspectives, maximize impact, ensure accuracy of the materials and nurture long-term development.