Choosing the Right Messenger guidelines for reducing demand for illegal wildlife

For example, one study found that patients’ level of trust and confidence varied depending on what the doctor was wearing (professional attire with a white coat, surgical scrubs, business dress, or casual dress). This finding suggests that it is important to consider how people will perceive the messenger chosen to champion the message or more simply, convey information.

These Good Practice Guidelines have been prepared following discussion at an “Expert Roundtable on Effective Messengers and Messaging, to Reduce Demand for Illegal Wildlife Products”.

The event was one of a series convened by TRAFFIC, as part of its work supporting the Social and Behavioural Change Communications Community of Practice, working to reduce the demand for illegal wildlife products. The event was held in Bangkok, Thailand, August 2018 and attended by around 40 representatives of diverse institutions with relevant professional perspectives, experience or a mandate around demand reduction issues.

These Good Practice Guidelines identify principles for choosing the right messenger for communications aimed at reducing demand for the illegal wildlife trade. Two types of messengers have been found to be particularly effective, and are covered in the Guidelines: