Madelon Willemsen
TRAFFIC and University of Technology
Title: Working to save rhinos by changing consumers’ behaviour in Vietnam
Biography
Biography: Madelon Willemsen
Abstract
In a total 1,342 rhinos were killed for their horns in Africa for the in demand of rhino horn from Asia, particularly in Vietnam. It is estimated that some African species may be lost by 2020 if poaching continues as its current rate. Traditionally, this wildlife crime has been addressed through starving the supply of horn into the marketplace, through a combination of better onsite protection and law enforcement along this supply chain. But, it is important also to address and reduce the consumer demand for rhino horn. Within this context, TRAFFIC has developed an evidenced based approach to changing consumer demand for illicit wildlife products. This approach consists of mixed methods around specific mechanisms; messages and messengers most likely to achieve impact. This consumer behaviour change approach is distinguished from awareness raising and broad communication channels, in that they don’t just provide people with the ‘Knowledge’, but enable them to shift their ‘Attitudes’ and ultimately ‘Practice’; moving through the KàAàP continuum that is required to change behaviour. TRAFFIC is applying this strategy to reduce consumer demand for rhino horn in Vietnam. After 15 months of efforts, promising results can be shared, confirming that engaging with consumers of illegal wildlife products can do something to protect species in the wild