| Effie Awards Asia Pacific 2016 | ||
|---|---|---|
| The Winners | GoodWorks – Non Profit | Gold |
DEVALUE RHINO HORN
Rhino Rescue Project
Ogilvy & Mather Viet Nam
Case Summary:
In Vietnam, rhino horn is considered a miracle cure for cancer, and a purported cure for impotence & other ailments. In reality, Rhino horn is nothing but Keratin i.e. fingernails. Most of the rhino poaching in Africa is because there is such a high demand of Rhino horn leading to the extinction of this beautiful animal. Only 18000 rhinos are left and needed to be rescued. We set out to debunk this mythical cure & devalue this “jewel” of traditional medicine, by poisoning it with the help of our partners.