Reducing demand for illegal wildlife products
- 2018
Challenge
Communications to reduce demand for illegal wildlife products are rarely tested to see whether they are actually working.
Insight
People give different weights to information depending on who is communicating that information. If a message comes from a trusted and respected authority figure, we tend to pay more attention to it than if the message comes from a lesser-known or unknown figure. This is known as the messenger effect.
Approach
We produced good practice guidelines on choosing effective messengers.
