Designing Effective Messages guidelines for reducing demand for illegal wildlife

Pangolin scale boots. Photo: U.S. Fish and Wildlife Service.

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Designing Effective Messages

Published 6 June 2019

Reducing demand for illegal wildlife

Advertising campaigns are often more art than science. Certainly, a large amount of creativity is needed to design an effective, eye-catching, and memorable campaign.

Designing Effective Messages

Report author(s):
TRAFFIC and the Behavioural Insights Team

Publication date:
June 2019

Download report (2.1 MB pdf)

key findings

However, there is a growing amount of evidence about what works in designing effective communications to change consumer choice, and, as importantly, what doesn’t work (and could even backfire). Applying lessons from behavioural science can be useful in informing initiatives aiming to reduce consumer purchase and use of (or ‘demand’ for) illegal wildlife products.

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.

The following features are thus explored in detail in the guidelines:

for more information:

Marcus Cornthwaite Acting Head - Global Communications

Notes:

These Guidelines have been produced through the generous support of USAID, through the Wildlife Trafficking Response, Assessment and Priority Setting (Wildlife TRAPS) project, with a contribution from the German Polifund project, implemented by GIZ on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Ministry for Environment, Nature Conservation and Nuclear Safety (BMU). The contents of this report are the sole responsibility of TRAFFIC and do not necessarily reflect the views of donors or any donor countries.

These Guidelines are released alongside CHOOSING THE RIGHT MESSENGER.

find out more

Designing Effective Messages guidelines for reducing demand for illegal wildlife

Reducing demand for illegal wildlife

Designing Effective Messages

key findings

for more information:

Notes:

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