With its alleged medicinal properties, rhino horn has the allure of a luxury item in Vietnam, a primary market for horn that’s driving the slaughter of rhinos around the globe.

That’s why singer Thu Minh together with 25 other of the nation’s top celebrities have launched a ‘Nail Chewers’ campaign to call on the community to take action in protecting rhino.

The campaign is part of a concerted effort to educate the public that rhino horn, like fingernails, is made of agglutinated hair and has no medicinal curative properties whatsoever.

“There is no evidence at all that any constituent of rhino horn has any medical property. Medically, it’s the same as if you were chewing your own nails,” said Thu Minh.

The campaign has received avid support from the Vietnam government, business community, media and the public, who collectively have contributed to-date, US$1.6 million to the noble cause.

“I with many campaign ambassadors, partners and friends would like to help raise people’s awareness of the devastating impact that rhino horn trade has and persuade them to stop buying it,” said Minh.

With the satiric image of people chewing their nails, a photo exhibition has kicked off in Hanoi as part of the campaign that has attracted dozens of celebrities including Pham Anh Khoa, the Dong Nhi singers, Ha Anh, Vinh Thuy and Pham Hoai Nam.