Having walked the earth for millions of years the world’s five remaining rhino
species are headed for extinction in the wild as the result of a recent myth
arising in Vietnam in 2007 that rhino horn is a miracle cure for cancer.
Another myth has since taken hold where the wealthy elite believe
that it rids the body and blood of toxins after a big night out, and
it has now become a desirable social status symbol due to
its extremely high price of around USD80,000 per kg.
The Rhino War is being lost because we keep focusing on
the reactive physical war that has failed to defeat poaching
on the ground, while ignoring the tried and tested proactive
mental war for the hearts and minds of consumers that will…