Press Release: New PSA: Bear bile is not a magic medicine

Education for Nature-Vietnam (ENV) has launched a new public service announcement (PSA) urging the public not to use bear bile. 

The 36-second PSA which will air on national and provincial television in early 2011 features a young boy scraping his knee while playing with his little sister. The boy’s grandmother immediately suggests that bear bile be used to treat the injury and prevent bruising. However, the boy’s mother intervenes, discarding the idea and telling her elder and the public that bear bile is not a “magic medicine”. She goes on to suggest that people should seek professional medical care when treating sickness or injury, not use bear bile. 

The PSA is the 6th produced by ENV in recent years as part of efforts to reduce consumption of bear bile. 

Link to PSA:










The findings of ENV’s recent study show that 22% of Vietnamese people have used bear bile in the past, and 72.5% of bear bile consumers use bear bile with the intention of treating a specific health problem such as bruising, muscle complaints, digestive problems and arthritis.

ENV wishes to thank the World Society for the Protection of Animals (WSPA) for their generous support in efforts to bring an end to the exploitation and trade of bears.

Additional reference:

Bear webpage:

Bear campaign TV Public Service Announcements
TCM alternatives PSA:
Bear extinction guaranteed PSA:
Say NO to bear bile PSA:
Pop star My Linh PSA:
Younger generation Say “No” PSA:


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