Wildlife crime is now as lucrative as trafficking in drugs, arms and human beings. And with a rhino horn fetching up to half a million US dollars on the black market, these animals are increasingly at risk. But an innovative project in South Africa is sabotaging the poacher's bounty. The Rhino Rescue Project is a specialist team of conservationists who are combatting the hunter's sophisticated techniques with a special pink dye. Staining the horn pink also ruins it for any ornamental purpose making it valueless to potential poachers.