Conservationists in Africa have opened a new front in the war against rhino poaching.
They have decided to target the people who end up buying rhino horn to show them the brutality of the illegal trade.
But they are also trying a shock tactic: injecting the animals with poison.
ITV News Correspondent Martin Geissler reports from South Africa:
The horns are mainly sold in Asia, particularly China and Vietnam, where they are used in traditional medicines, which some sellers claim can cure cancer and strokes.
A rhino horn is extremely valuable and can command up to £200,000 on the black market.
There has been a sharp rise in poaching of the endangered animals with South Africa set to exceed last year's record total.
Some 668 rhinos were killed in the country last year and already 650 have been slaughtered this year. Video and photos.