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.
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”.
These Guidelines are released alongside CHOOSING THE RIGHT MESSENGER.