Behaviour change

Published: 23 June 2022
Last edited: 23 June 2022

Behavioural change is one of our main building blocks to benefit wildlife conservation. This project component aims to change the behaviour of wildlife consumers by identifying key behaviours and using them to reduce demand for wildlife products. Findings of background research on awareness and attitudes of government officials and citizens around Pu Mat National Park towards wild meat consumption and sales were used to develop appropriate behaviour change interventions, drawing attention to the impact of wild meat consumption on health and the negative social perceptions of consuming wild meat. Following implementation of our work, the impact of our messages on avoidance behaviour and attitudes toward wild meat consumption was measured.


Communication, outreach and awareness building
Education, training and other capacity development activities
Scale of implementation
Phase of solution

Enabling factors

  • Interview-based research on wild meat trade/restaurants in the project area and relevant literature fed to behavioural change researchers
  • Behavioural change campaign designed and implemented in the project area: a campaign launching event; a billboard and posters campaign were installed in central locations and main roads. Moreover, all of the government officials signed a pledge not to use illegal wildlife.
  •  Pre- and post-project evaluation to assess initial impacts

Lessons learned

  • Project planning should be more carefully considered to avoid overlapping agendas with local government. The team should try to make a detailed plan for requesting approvals and implementation that avoid the government’s regular busy period.
  • The content and image used on every campaign material must be considered carefully to minimise controversy and politically sensitive issues. All content and images used for intervention had been considered and adjusted carefully before installation, which followed both recommendations from the consultant team and the government.
  • The campaign and its messages should be delivered by more diverse communication mediums to enhance the outreach and effectiveness.
  • The material of billboards should be considered carefully to ensure the resistance to extreme weather in Vietnam and unexpected accidents.

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