WITH rampant poaching threatening the survival of Africa’s rhinos, an all-star team of Chinese celebrities and global wildlife ambassadors led by Richard Branson is speaking out against the sale of rhino horn — by chewing their own fingernails.
Along with OgilvyOne, the newly launched campaign, “Nail Biters” enlisted celebrities and called upon millions of online users to take to interactive online platforms and combat long-held false constructs on rhino horn’s curative properties.
Rhinos are currently one of the most critically endangered species in the world, and yet poaching of this dwindling population has been on the continual rise since 2008. The black market is strongly driven by China due to a perception in traditional medicine that ingesting rhino horn has potent therapeutic properties.
However, rhino horn is, in reality, made of keratin - the same protein that makes up our own nails and hair. “Nail Biters” calls out this truth and, in doing so, changes the dialogue surrounding the practice.“We believe that constant and diverse awareness campaigns can drive down the value of rhino horn and can help end the rampant poaching of rhinos,” says May Mei, WildAid China Chief Representative.
“We’re launching Nail Biters to help achieve this. As we’ve seen in the past, once we can reduce the demand for rhino horn, the numbers of wild rhinos will increase again. Because when the buying stops, the killing can too.”