It is vital that the scale, nature and socio-economic implications of the crisis of poaching and illegal use and trafficking of rhino - and indeed, all wildlife and wildlife products - is understood and communicated to the world. In addition to promoting widespread public awareness, the ARCC also promotes awareness among influencers in the principle source and consumer countries, including :

• Governments and international development agencies;

• International funding sources, state and private;

• Local community leaders, rural and urban; and

•The young generation of future leaders

The ARCC communications platform will include multi-media technologies providing both data and visual material to educational institutions; private initiatives aimed at demand reduction and attitude adaptation in consumer markets, and to awareness campaigns run by partner organisations.

At a local level ARCC is cooperating with and supports organisations such as the Amakhala Foundation; the Ubunye Foundation and the C4C programme of environmental education through sport. The intention is to increase the participation of ARCC in environmental education and in supporting vocational training in fields related to wildlife conservation and wildlife-based tourism.