Humane Society International (HSI), which works around the globe to promote the human-animal bond, has released a short film with an aim to reduce demand for rhino horns.

Emotional short film against the use of rhino horns. Source: HSI

Emotional TV Commercial (TVC) titled “Mai sau con lon” or “When I grow up” will be played on passenger screens on all Vietnam Airlines’ flights and its Business Class Lounge at some big international airports across the country to help end the poaching of rhino in Africa.

It features a little boy who awakens the compassion and national pride of adults by urging them to stop using rhino horn when sharing his future dreams among primary school children.

The TVC, which will run for six consecutive months starting January 2021, is expected to convey the message to Vietnam Airlines passengers, contributing to the reduction of rhino horn use and therefore reducing the number of rhinos poached in Africa, said HSI Vietnam country director Tham Hong Phuong.

Dr. Teresa Telecky from HSI said he hoped that the message can touch people’s hearts and change their behaviors as the increasing demand for wildlife products in Asian countries is one of key threats to endangered species in the world.

Toby Wosskow, British-American award-winning filmmaker who is the project’s creative director, said in the commercial, when the young boy stands in front of the rhinos, the look he shares with his father and grandfather sends a universal message: it’s never too early or too late to stand up for what is right.

Kathy Uyen, who directed the TVC, said when she heard about the story concept, she was impressed by the little boy’s courage and how crucial his message would motivate emotional change and reduce rhino horn usage.

Funded by the Glen and Bobbie Ceiley Foundation, “When I Grow Up” is part of HSI’s long-term efforts to reduce the consumption of rhino horns and other wildlife products.

HIS expects to cooperate with business associations and state agencies to disseminate the short movie for further effectiveness of the global campaign.

HSI, which began operations in Vietnam since August 2013, works around the globe to promote the human-animal bond, rescue and protect dogs and cats, improve farm animal welfare, protect wildlife, promote animal-free testing and research, respond to natural disasters and confront cruelty to animals in all of its forms.