The Vietnamese government, with support from the USAID-funded Asia’s Regional Response to Endangered Species Trafficking (ARREST) Program, recently brought government and NGO stakeholders together to form a coalition approach to reduce illegal wildlife trade in Vietnam. Vietnam’s Biodiversity Conservation Agency (BCA) held the “Wildlife Consumption in Vietnam: Reforming policies and Practices to Strengthen Biodiversity” meeting on July 19 – 20 to discuss ideas for developing communication strategies to reduce the illegal consumption of wildlife. Vietnam is often regarded as a high consumer of endangered species, and is a key target country for combating wildlife trafficking. FREELAND, the ARREST implementing partner, presented the iTHINK consumption reduction campaign to the coalition. The iTHINK campaign showcases thought provoking messages from key opinion leaders, such as high-ranking government officials, to discourage illegal wildlife consumption. Representatives from several wildlife trade related conservation agencies attended the meeting, including Market Control, Environmental Police, Department of Traditional Medicine and Pharmacy, Central Committee for Education and Propaganda, National Youth Union. Local NGOs such as Vietnam Association for Conservation for Nature and Environment, Asian Turtle Program, PanNature, FREELAND, Wildlife Conservation Society and World Society for the Protection of Animals were also present. As a result of this meeting, the coalition committed to draft a detailed strategic communications plan, which includes a calendar on wildlife consumption-related awareness activities in Vietnam.