Reducing demand for illegal wildlife products

SVW's behaviour change programmes employ a variety of approaches, including Social and Behaviour Change Communication, law enforcement training workshops, community workshops, mobile exhibitions, and other outreach activities. These programmes aim to influence two key behaviours: (1) reducing the purchase and consumption of wildlife products, particularly bushmeat; and (2) reducing the trade in wildlife products, especially the sale and serving of bushmeat in restaurants.

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With the goal of raising awareness and changing public behavior regarding the consumption of illegal wildlife products, SVW implemented the Reducing Demand for Illegal Wildlife Products program (Reducing Demand) for the first time from 2021 to 2023 in Con Cuong District, Nghe An - a national hotspot for the poaching, trafficking, and consumption of illegal wildlife.

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Activities

Unlike previous demand-reduction campaigns in Vietnam, we developed interventions to change wildlife consumption behavior using the following methods:
Applying social research to develop interventions and establish a baseline for evaluating behavioral change effectiveness
Social surveys were conducted to understand the awareness, attitudes, needs, and habits regarding wildlife consumption, serving as the foundation for SVW to design and implement behavior change interventions tailored to the local context. The campaign surveyed nearly 1,200 people.
Campaigns driven by local needs and implemented by local authorities
The "Con Cuong District Says No to Illegal Wildlife Use" program series was implemented over two years (April 2021 – March 2023) and included the following activities:
- Installation of 643 information boards in the buffer zone of Pu Mat National Park.
- Commitment pledges signed by 1,608 civil servants and public employees to refrain from consuming, using, trading, storing, transporting, processing, or advertising illegal wildlife and wildlife products.
- 18 restaurants signed pledges to stop trading, storing, or processing wildlife and were awarded certificates by the District People's Committee.
- Outreach to over 6,194 students through various awareness-raising educational activities, including short films, social media, training sessions, and workshops.
Evidence-based and behavioral science-driven behavior change campaigns
For the first time, we persuaded highly visible and respected local figures - such as the District People's Committee Chairman, the Farmers' Union President, and the District Youth Union Secretary - to champion messages urging citizens to stop the illegal use of wildlife. Billboards and posters also featured social survey data on local community attitudes toward wildlife consumption, aimed at driving behavioral change among the minority who still consume these products.

Key achievements

112
Representatives from 48 government agencies, business owners, schools, and media outlets in Con Cuong district participated in the "Con Cuong District says no to illegal wildlife use" campaign.
1,115
Survey forms from residents, government officials, and restaurant owners were collected across three social survey rounds conducted in 13 communes/towns.
670
Billboards and posters have been installed at administrative offices, major roads, and central locations throughout Con Cuong district.
18
Restaurant owners in Con Cuong district have signed a commitment to "not trade, sell, store, transport, process, or advertise illegal wildlife products" and have been issued certificates by the Con Cuong District People's Committee.
90%
Local residents commit to not using or consuming illegal wildlife products.

The initial success of the Demand Reduction program in Con Cuong serves as a foundation for SVW to scale its behavior change communication model to four provinces—Dong Nai, Lam Dong, An Giang, and Ca Mau—focusing on three key conservation areas: Cat Tien, U Minh Thuong, and U Minh Ha National Parks.

Key achievements

100
Large awareness billboards installed along major roads and other high-traffic locations.
114
Restaurants and captive wildlife facilities signed commitments not to purchase or consume illegal wildlife products.
718
Billboards and posters installed at national parks, along major roads, and at central locations in local communities.
13
Community events organised to spread conservation messages and encourage positive behaviour change for nature.
1,000+
People pledged not to use or consume illegal wildlife products.

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