TRAFFIC, the wildlife trade monitoring network, works to ensure that trade in wild animals and plants is not a threat to the conservation of nature. It actively monitors and investigates wildlife trade and provides information to diverse audiences worldwide as a basis for effective conservation policies and programmes. TRAFFIC is a strategic alliance of the World Wide Fund for Nature (WWF) and International Union for the Conservation of Nature (IUCN). To address the issue of illegal wildlife trade, and the threats posed to high-profile ‘flagship’ species such as elephants, rhinos, tigers, great apes, and marine turtles, TRAFFIC is working under USAID-supported initiatives in Viet Nam to change the behaviour of consumers and reduce wildlife crime and wildlife consumption through its Demand Reduction framework. The social marketing techniques surrounding this framework are aimed at changing the behaviours of the current and future targeted audiences currently focused on threatened species consumption. TRAFFIC’s Viet Nam office is based in Hanoi where it was legally established in 2000 and continues to work with partners to address key wildlife trade issues in Viet Nam and the wider Southeast Asia region. TRAFFIC is a partner on the United States Agency for International Development (USAID)-funded, RTI International (RTI) led USAID Wildlife Asia Activity managed from Bangkok, Thailand. The project aims to contribute to ending wildlife trafficking in Asia. TRAFFIC serves as the partner for achieving the one of the project’s key objectives to reduce consumer demand for wildlife parts and products in Viet Nam.