After a 12 month study to understand the Asian psyche Breaking the Brand launches their first advertising campaign to stop the demand for rhino horn. To stop the demand for rhino horn is a huge task. First we must gain some understanding of the Asian culture, the consumer, and what motivates them to buy. Not only rhino horn, but buy products in general. Once we have a grasp of this the best avenues to reach targeted consumers can be identified. A twelve month study by the Breaking the Brand project explored who buys rhino horn in Asia and why. The…
