Non-governmental organizations, marketing specialists and Vietnamese government representatives came together in Hanoi to collaborate on public awareness campaigns to reduce public consumption of endangered species. To guide campaigns, participants shared survey information relating to illegal consumption of rare and endangered species, such as tigers, elephants, rhinos, pangolins, and bears. 5 September 2012 Campaign concepts were reviewed and participants discussed avenues for reaching key consumer groups that drive the trade. The FREELAND-led meeting was an opportunity to inform a new, innovative consumer awareness campaign being developed by the ARREST program to be launched in several Asian countries. The Governments of Vietnam, China, Thailand and the United States are currently being approached as partners while business leaders, celebrities and other opinion leaders are also being recruited to lend a powerful voice against wildlife crime.