OBSERVATION:  Unless public perception regarding the use of Rhino Horn and Elephant Ivory in China and SE Asia can be altered, the work of Conservationists and NGO’s fighting to prevent poaching on the ground in Africa and Asia will increasingly become a loosing battle.

To date a series of excellent films have been made about the traffic of horn and ivory. Though, while ‘exposing’ the traffic’, unfortunately they’ve had little success in reducing ‘the trade’. In the main they preach to the converted, presenting the horrors of the trade to a western audience already well aware of its excess.

What we propose is to take a very different approach. We intend to make a targeted documentary for the widest possible audience in China  and SE Asia about the trade of rhino horn and elephant ivory and its use. The film would be positively focused, not attacking cultural beliefs and traditions. The film would carry a persuasive message that would seek to enlighten the Chinese and SE Asian audiences as to the origins of horn and ivory and how its use is affecting rhino and elephant populations world wide and how the ‘harvesting’ of these commodities impacts individual animals and their survival. The film would not lecture or apportion blame, rather, while recognising the historical and cultural use of rhino horn and elephant ivory – it would seek to change perception of its use.

The key to the film is the participation of Chinese VIP as presenter and narrator of the Chinese language versions of the film. This individual’s popularity coupled with their environmental work make them uniquely placed to influence popular youth culture in China.

It is the next generation of Chinese consumers (educated, internationally focused, aspirational and willing to embrace conservation) who are our target audience.

The working title of the film is ‘The Rhino Hunters’. The body of the documentary will focus on the hot spots of conservation and poaching prevention. Dropping into remote locations across Africa and Asia. An english language version would also be made. The strategy is to fully fund the documentary through donations and distribution sales. AChinese version would then be gifted to Chinese networks. The Asian language versions of the film would be designed to ‘go viral’ on relevant Asian web sites free of charge. Any profits from the film would be divided between elephant and rhino orphanages internationally.