From Tradition to Transformation: Viet Nam’s Students Fight Rhino Horn Use
A powerful new alliance is putting the fight against illegal rhino horn use into the hands of Viet Nam’s future journalists and traditional medicine practitioners.
The partnership — between TRAFFIC, the Academy of Journalism and Communication (AJC), and the Viet Nam University of Traditional Medicine (VUTM) — launches with a student-led behaviour change campaign designed to tackle one of the most pressing threats to biodiversity: the use of endangered wildlife products in traditional medicine.
Nga Thuy Bui, Acting Director of TRAFFIC in Viet Nam, emphasised the campaign’s long-term vision:
We’re not simply urging change — we’re equipping the next generation to lead it. When students understand that sustainable traditional medicine is not a compromise, but a more powerful, ethical path forward, they become bold, unstoppable voices for conservation. This is how we break the cycle of wildlife crime, from the inside out.”
Why this matters
A 2021 TRAFFIC survey revealed that 59% of traditional medicine practitioners in Viet Nam had recommended illegal wildlife products, and 68% of patients were willing to use them.
This demand is driving species like rhinos closer to extinction, while undermining the credibility and sustainability of Viet Nam’s traditional medicine sector.
In recent years, Viet Nam’s traditional medicine community has taken important steps toward sustainable practice, including bilateral agreements with China to promote ethical approaches.
Today’s initiative builds on that progress, bringing young voices into the movement for change.
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Students leading the way
The campaign focuses on educating practitioners, students, and patients about the laws surrounding rhino horn and promoting sustainable, plant-based alternatives.
This collaboration ensures our students graduate not only with clinical skills but also with a strong ethical foundation to protect wildlife and advance sustainable practice,” said Dr. Nguyen Quoc Huy, Director of VUTM
Based on pre-campaign research, journalism and traditional medicine students were identified as highly motivated change-makers — eager to protect cultural heritage while embracing conservation principles.
More than 1.5 million people will be reached online through interactive installations, social media games, influencer partnerships, and campus-based events. Over 40 trained student leaders will take the message directly into their communities, inspiring their peers to choose sustainable alternatives.
Tomorrow’s journalists will shape public attitudes on traditional medicine. Through this partnership, we are preparing them to communicate with both cultural sensitivity and environmental responsibility,” added Dr. Pham Minh Son, Director of AJC.
Looking ahead
The campaign will run until September 2025, with a goal of securing 50,000 personal pledges to reject illegal wildlife products in traditional medicine. Impact will be measured through an evaluation survey to track shifts in attitudes and behaviour.
Notes:
This activity is part of the “Protecting Rhinos Phase II – The Rhino Nexus” project funded by the Federal Ministry for the Environment, Nature Conservation, Nuclear Safety, and Consumer Protection (BMUV) of Germany through the International Nature Conservation Organisation in Germany (WWF Germany).
Other organisations
Academy of Journalism and Communication is Viet Nam’s premier institution for training future media professionals and communication specialists.
Vietnam University of Traditional Medicine is a leading educational institution dedicated to advancing traditional medicine education and research in Viet Nam.
