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Reducing the social acceptability of wildlife trafficking through behaviour change interventions

Kassa, Saba and Costa, Jacopo and Lugolobi, Robert and Baez Camargo, Claudia. (2021) Reducing the social acceptability of wildlife trafficking through behaviour change interventions. Policy Brief, 7.

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Abstract

Behaviour change interventions aimed at reducing the social acceptability of wildlife trafficking are an important part of efforts to prevent wildlife crime. This policy brief summarises lessons learned about how to develop and frame effective messages in the context of these interventions, based on field work conducted in Uganda. A key first step is to narrowly identify the right target audience . While a general public awareness campaign may have its merits, it may be more effective to focus on those identified as most vulnerable to participating in wildlife trafficking, namely young men, those that live around wildlife trafficking hotspots and those involved in trade. Second, it appears most promising to formulate messages that challenge narrow utilitarian perceptions of wildlife by highlighting the hidden costs of trafficking and its negative impact on the economy and the environment. Messages that focus on legal risks should showcase successes in detection and sanctions, especially in a context in which impunity is perceived to be high. Other messages that seek to challenge the overvalued benefits of engaging in wildlife trafficking in relation to wealth and social status should be carefully nuanced to avoid rejection. Third, how we frame such messages is equally important. The research suggests that appealing to social identity and highlighting personal consequences are the most promising frames to adopt. Overall, practitioners are advised to develop and test messages and approaches that are personal and precise.
Faculties and Departments:09 Associated Institutions > Basel Institute on Governance
UniBasel Contributors:Kassa, Saba and Baez-Camargo, Claudia and Costa, Jacopo
Item Type:Working Paper
Publisher:Basel Institute on Governance
ISSN:2624-9669
Number of Pages:8
Note:Publication type according to Uni Basel Research Database: Discussion paper / Internet publication
Language:English
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Last Modified:20 Jul 2021 14:40
Deposited On:20 Jul 2021 14:40

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