The figures are chilling, but also somewhat numbing. Year to date, around 300 rhinos have already been killed. In 2013, more than 1 000 rhino were poached, up on the 668 and 448 killed during 2012 and 2011 respectively. Unless there is a breakthrough soon in both law enforcement and, especially from a demand-side perspective, in awareness levels, the threat of extinction becomes worryingly more real by the day.