One highly motivated person can have the impact of 10,000. That's what one must conclude from the story of Lynn Johnson.
Johnson, who lives in Melbourne, Australia, was disturbed by a documentary about the slaughter of rhinos to sustain the illegal trade in rhino horn. And she was appalled by a WWF report that the illegal trade has skyrocketed by 5000% since 2007.
So, despite having no training in wildlife conservation, Johnson set her mind to doing something about it.
Johnson decided to focus on Vietnam, a major consumer of rhino horn, which is a putative treatment for cancer and other ills. So far she has raised $20,000 to place ads in Vietnamese newspapers and magazines, to fight the illegal trade.
But rather than pushing conservation, Johnson uses a different tack--emphasizing the potential risks for human health. This is because South Africa has begun putting powerful poisons into rhino horn, to help deter the illegal trade.
One of Johnson's ads cautions Vietnamese mothers not to risk poisoning their children. Another warns businesspeople--who often give gifts of rhino horn during negotiations--not to risk sinking their business deal.
Johnson's next goal is to raise $250,000 on Breakingthebrand.org to put similar advertisements in major airports in Vietnam.
As Lynn Johnson is showing us, where there's a will, there's a way. If rhinos could talk, they'd surely be thanking her.