The demand for illegal and endangered wildlife needs an ever greater focus. Some animals have become so valuable for their parts that the cost of their 24/7 security is becoming prohibitive. While these security measures are needed, the only way to decisively close down the markets for wildlife is to change peoples consuming behavior. Active for Animals work addresses people’s desire for wildlife, with our key focus being to collapse the demand for rhino horn driving the current rhino poaching crisis.
While our campaigns incorporate awareness-raising and education, these types of campaigns take longer to achieve results and are often more focused on generational behaviour change. In such instances where time is limited, because the scale of poaching is driving species to the brink of extinction in the wild, highly targeted demand reduction campaigns are needed. These campaigns are designed to trigger behaviour changes in the consumers driving the current demand and resulting poaching.
There are a number of steps to follow when designing a demand reduction campaign to tackle wildlife consumption. In summary, these steps are:
- Identify the user groups for each of the different products or different uses
- Find out the true motivations to use the products
- Summarise the patterns
- Derive potential reasons to stop using and calibrate with target group(s)
- Identify the most effective communication channels
- Design campaign messages and test
To understand more about how these campaigns are created, check out How to Create A Demand Reduction Campaign.