On December 12, 2013 Vietnam’s Ministry of Natural Resources and Environment’s Biodiversity Conservation Authority (BCA) unveiled its official work plan on reducing consumption of wildlife. The BCA unveiled the plan at a consultation meeting to government officials and NGOs in Hanoi, soliciting feedback before the plan is made final. Initiated with support from the World Bank, through a Global Environment Facility $1 million grant, the BCA plan makes strong links to the USAID-funded Asia’s Regional Response to Endangered Species Trafficking (ARREST) Program’s “iTHINK” campaign support platform, which utilizes local organizations and Key Opinion Leaders to deliver continuous messaging on the illegal wildlife trade. The ARREST Chief of Party, who is now advising BCA on the plan, presented “iTHINK” at the consultation meeting. The BCA plan will also include elements on policy and legal reform, as well as enforcement. The “Wildlife Consumption Project” is due to evolve into a longer term program into which the Vietnamese Government will invest financial and technical resources to reduce cross border wildlife trafficking and domestic consumption for at least the next 3 years. The iTHINK campaign continues to grow and encourages people to refrain from consuming wildlife throughout the region; it has been running in Thailand since March and recently launched in China.