Measuring the impact of an entertainment-education intervention to reduce demand for bushmeat

Averting wildlife-borne infectious disease epidemics requires a focus on socio-ecological drivers and a redesign of the global food system

A debate has emerged over the potential socio-ecological drivers of wildlife-origin zoonotic disease outbreaks and emerging infectious disease (EID) events. This Review explores the extent to which the incidence of wildlife-origin infectious disease outbreaks, which are likely to include devastating pandemics like HIV/AIDS and COVID-19, may be linked to excessive and increasing rates of tropical deforestation for agricultural food production and wild meat hunting and trade, which are further related to contemporary ecological crises such as global warming and mass species extinction. Here we explore a set of precautionary responses to wildlife-origin zoonosis threat, including: (a) limiting human encroachment into tropical wildlands by promoting a global transition to diets low in livestock source foods; (b) containing tropical wild meat hunting and trade by curbing urban wild meat demand, while securing access for indigenous people and local communities in remote subsistence areas; and (c) improving biosecurity and other strategies to break zoonosis transmission pathways at the wildlife-human interface and along animal source food supply chains.

Motivations for the use and consumption of wildlife products

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognize the importance of implementing demand-side interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. Based on consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa, we developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions. We identified 5 main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing subcategories. This framework is intended to facilitate the segmentation of consumers based on psychographics and allow the tailoring of interventions-whether behavior change campaigns, enforcement efforts, or incentive programs-to the specific context in which they will be used. Underlining the importance of consumer research and collaborating with local actors is an important step toward promoting a more systematic approach to the design of demand reduction interventions.

Primate and wildlife law outreach campaigns in the Republic of Congo: Assessing knowledge gain of school children in urban centers compared to rural villages

Primate populations are declining throughout tropical Africa. Great apes are threatened from extinction despite the existence of wildlife laws that fully protect them in their range states. But, due to a lack of knowledge and understanding of these laws, they remain largely ineffective. There is, therefore, a crucial need to improve awareness of wildlife laws in Congo. We conducted an education campaign and tested the effectiveness of two communication tools (wildlife law flyer and gorilla/pet-trade comic book) in increasing school children's knowledge in rural and urban settings using evaluation questionnaires. We found extremely low precampaign knowledge of wildlife laws but detected a moderate increase of knowledge attributed to our communication tools. We discuss the usefulness of different communication tools and their relevance for knowledge increase with different audiences. Our study provides insights into the design of education campaigns, most notably the use of flyers and booklets, which can help to increase knowledge. Evaluations can help to improve the design of education campaigns, particularly message wording and identification of appropriate communication tools with the goal of improving compliance with wildlife laws.

Microtargeting for conservation

Widespread human action and behavior change is needed to achieve many conservation goals. Doing so at the requisite scale and pace will require the efficient delivery of outreach campaigns. Conservation gains will be greatest when efforts are directed toward places of high conservation value (or need) and tailored to critical actors. Recent strategic conservation planning has relied primarily on spatial assessments of biophysical attributes, largely ignoring the human dimensions. Elsewhere, marketers, political campaigns, and others use microtargeting-predictive analytics of big data-to identify people most likely to respond positively to particular messages or interventions. Conservationists have not yet widely capitalized on these techniques. To investigate the effectiveness of microtargeting to improve conservation, we developed a propensity model to predict restoration behavior among 203,645 private landowners in a 5,200,000 ha study area in the Chesapeake Bay Watershed (U.S.A.). To isolate the additional value microtargeting may offer beyond geospatial prioritization, we analyzed a new high-resolution land-cover data set and cadastral data to identify private owners of riparian areas needing restoration. Subsequently, we developed and evaluated a restoration propensity model based on a database of landowners who had conducted restoration in the past and those who had not (n = 4978). Model validation in a parallel database (n = 4989) showed owners with the highest scorers for propensity to conduct restoration (i.e., top decile) were over twice as likely as average landowners to have conducted restoration (135%). These results demonstrate that microtargeting techniques can dramatically increase the efficiency and efficacy of conservation programs, above and beyond the advances offered by biophysical prioritizations alone, as well as facilitate more robust research of many social-ecological systems.

Characterizing efforts to reduce consumer demand for wildlife products

The unsustainable trade in wildlife is a key threat to Earth's biodiversity. Efforts to mitigate this threat have traditionally focused on regulation and enforcement, and there is a growing interest in campaigns to reduce consumer demand for wildlife products. We aimed to characterize these behavior-change campaigns and the evidence of their impacts. We searched peer-reviewed and grey literature repositories and over 200 institutional websites to retrieve information on demand-reduction campaigns. We found 236 campaigns, mainly in the grey literature. Since the 1970s, the number of campaigns increased, although for over 15% a start date could not be found. Asia was the primary focus, although at the national level the United States was where most campaigns took place. Campaigns most often focused on a single species of mammal; other vertebrates groups, with the exception of sharks, received limited attention. Many campaigns focused on broad themes, such as the wildlife trade in general or seafood. Thirty-seven percent of campaigns reported some information on their inputs, 98% on strategies, 70% on outputs, 37% on outcomes (i.e., changes in the target audience), and 9% on impacts (i.e., biological changes or threat reduction). Information on outcomes and impacts was largely anecdotal or based on research designs that are at a high risk of bias, such as pre- and postcampaign comparisons. It was unclear whether demand-reduction campaigns had direct behavioral or biological impacts. The lack of robust impact evaluation made it difficult to draw insights to inform future efforts, a crucial part of effectively addressing complex issues, such as the wildlife trade. If demand-reduction campaigns are to become a cornerstone of the efforts to mitigate the unsustainable trade in wildlife, conservationists need to adopt more rigorous impact evaluation and a more collaborative approach that fosters the sharing of data and insights.