Situation analysis SBC Messaging on Wildlife Trade and Zoonotic Disease Risks

Within the context of the COVID-19 pandemic and growing attention to zoonotic disease emergence, health experts and thought-leaders continue to examine how the interactions between humans, wildlife and domestic animals need to change. Evidence-based social and behaviour change (SBC) messaging is vital in diverting actors away from illicit and unsafe practices in wildlife trade that can have dire consequences for environmental, animal and human health.  

This Situation Analysis of SBC initiatives conducted on wildlife trade and disease risk reduction since the onset of COVID-19 provides an important foundation for work developing and piloting SBC messaging to shift human behaviour in a positive direction."

Gayle Burgess, TRAFFIC’s Programme Leader on Behaviour Change

Forging cross-sectoral partnerships with government agencies and inter-governmental experts, NGOs, academia, and the private sector is critical to identify risk mitigation strategies and implement SBC initiatives to prevent future zoonotic spillover potential associated with trade in wild animals. 

The research found that context is critical for effective SBC messaging on wildlife trade and zoonotic disease risks. Differences in socio-political, economic, ecological and cultural contexts frame various perceptions of the risks associated with wildlife trade and end-use. For example, SBC messages highlighting the environmental impacts of wild meat consumption may better resonate with consumers than messages on zoonotic risk.  

“We found that even in the shared experience of a global pandemic, localised understanding of zoonotic disease risk varied greatly across audiences in Africa, Asia and at a global level, which shows that insights into the context of the target audience continue to be fundamental to any efforts to change behaviours,” said Sam Campbell, Wildlife TRAPS Project Officer and lead author of the report.  

This global study focused on the trade of wild mammals and wild birds with a high risk for potential transmission of zoonotic diseases and three primary uses: 1) Wild animal meat, 2) Wild animal-based medicines, and 3) Live wild animals kept as pets or used for scientific research or display. 

Understanding how wild animal trade supply chains work at local, national and international levels from source to end-use will enable SBC messaging to target the behaviours of key stakeholder groups at various human-animal interfaces.  

The Analysis also explored how targeted SBC approaches could be combined with complementary interventions, such as improved supply chain management and traceability, to achieve more holistic progress to reduce associated zoonotic disease risks and join the dots between human health, biodiversity loss and climate change. 

Under the Wildlife TRAPS Project, the report released today builds on international expert collaboration within the SBC Community following a briefing paper released in August 2021. It also co-informed ongoing SBC efforts, including a current campaign launched in Thailand targeting consumers of illegal wild meat launched by TRAFFIC together with a consortium of partners, including the Department of National Parks, the Tourism Authority of Thailand, ZSL, and UNDP.   

“TRAFFIC is grateful for inputs from a number of institutions and individuals whose insights informed this Situation Analysis,’’ said James Compton, Wildlife TRAPS Project Leader. ‘Understanding human behaviours associated with the trade and use of wild animals will be essential to catalysing positive change towards One Health outcomes.”