I have found a very interesting website, more importantly this specific URL : < http://www.cfr.org/china/media-censorship-china/p11515 > which explains some of the censorship laws which control media in China and how the journalists are still evading these laws even with the intensity of the tools in place to censor.
A specific point that was quite important to me is "In a February 2011 testimony before the U.S.-China Economic and Security Review Commission, CFR's Economy notes how the Internet has increasingly become a means for Chinese citizens to ensure official accountability and rule of law. She also notes the growing importance of social network sites like Twitter as a political force inside China despite government restrictions on them." (Note that "CFR's Economy", Economy is the last name of "Elizabeth C. Economy").
This note is quite interesting as it may definitely be the penetration point for a campaign for rhino horn which seems like the government is trying to hide it from the people as it is truth which would cause panic and loss of control. If the Chinese do take what they read on the internet more serious than what their government feeds them then a campaign through Twitter or somehow highly recognized by the Chinese populace would be most effective as it would be taken as truth and more trustworthy than government lies.
This opens up a good option for advertising, as now we can use Twitter. We can go further and post as a fake reporter pretending to rub against the government to peak some people's interests and report "Against what the government want you to believe" the truth about rhino horns.
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