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This public service announcement aired on VTV as part of a national campaign to change Vietnamese people's attitudes towards illicit bear bile use in Traditional Chinese Medicine. By raising awareness of the illegal activity and cruel practice against the endangered Malayan Sun Bear and Asiatic Black Bear, ENV (Education for Nature - Vietnam) aims to enforce the current laws by having the general public call in to the Wildlife Crime Hotline and report any known bear farms or places where bear bile and other bear products are being sold and traded. They then work with local and federal authorities to enforce the international cities laws in place.