On 15 March 2022, the campaign “Ngung Tao Nghiep” from LeBros was honoured as BEST DIGITAL INNOVATIVE PR – COMMUNICATIONS PROJECTS/CAMPAIGNS at the “Vietnam Public Relations and Communications Awards 2021”.

Vietnam Public Relations and Communications Excellence Awards 2021 – A prestigious award for Public Relations and Communications

“Vietnam Public Relations and Communication Awards 2021” (VNPR Awards 2021) is an award initiated by Vietnam Public Relations (VNPR), honouring outstanding achievements and efforts contributed by individuals and groups operating in Public Relations and Communications in Vietnam. The award is sponsored by International Communications Consultancy Organisation (ICCO) and Public Relations and Communications Association (PRCA).

Ms. Do Thi Hai Dang – Director of Le & Brothers Co., Ltd (Le Bros) received the award for Best Public Relations & Communication Campaign of 2021 on Digital Media at Vietnam Public Relations and Communications Excellence Awards 2021

The success of “Ngung Tao Nghiep”

“Ngung Tao Nghiep” is a campaign aimed at preventing the illegal exploitation and use of wild animals, especially ivory and pangolin. It emphasises the importance of eliminating misconceptions about the use of ivory and pangolin for spiritual purposes.

Poster condemning the act of buying and using ivory of the “Ngung Tao Nghiep” campaign

With the messages “Buy an ivory, get a retribution”, “Buy pangolin meat, get a retribution”, the campaign uses the cause-and-effect relationship in Buddhism to condemn the illegal act of trading and consuming wild animal organs (i.e. elephants and pangolin), which causes severe impacts on nature.

The campaign “Ngung Tao Nghiep” has effectively adapted to the devastating situation of Covid-19, becoming the leading campaign on social networks in the late 2020 – early 2021 period. “Ngung Tao Nghiep” fanpage has the most interaction in Vietnam, with impressive numbers: 1.7 million views of videos in 1 month; 364 thousand hits/post/day; 74 thousand interactions/post/day; more than 120,000 reads in the press and 99% positive feedback on the project. In addition, this campaign has more than 15 million hits on OOH channels/day.

Many celebrities and influential figures are also supporting this campaign by sharing their views and personal thoughts on the issue of wild animal consumption, such as MC Phan Anh, MC Le Anh, MC Tran Quang Minh, journalist Truong Anh Ngoc, MC-journalist Lai Bac Hai Dang, musician Bui Huy Tuan…

More than 30 celebrities and influencers are also supporting this campaign

The campaign “Ngung Tao Nghiep” from the US Agency for International Development (USAID) has collaborated with the CITES Management Authority of Vietnam (Convention on International Trade in Endangered Species of Wild Fauna and Flora) and the Ministry of Agriculture and Rural Development.