Addressing demand. Connecting conservation and communities

Transcription

1 Addressing demand

2 History of demand for rhino horn SRI s work on demand reduction What other ngos are doing Targeting consumer behaviour

3 History of demand for rhino horn Japan: 1970s Manufactured medicines Joined CITES South Korea: 1980s Practitioners both doctor and pharmacy Pelly Amendment Import ban 1983 Ref: Tom Milliken TRAFFIC

4 History of demand for rhino horn Ref: Tom Milliken TRAFFIC Taiwan: mid 1980s - early 1990s Pelly Amendment Import ban and prohibited sales Double-blind randomised clinical trials China: 1990s Ratified CITES Domestic trade was prohibited Capitalist economy

5 Number of rhino poached SA Rhino poaching (as at 17 April) Year Ref: Save the Rhino

6 Vietnam One of the fastest growing economies in the world 13 th most populated country with 91.5 million people Disposable income to buy luxury goods By 2050 expected to be within world s top 20 economies (PWC 2011)

7 Save the Rhino s work with ENV In 2012 we partnered with a Vietnamese ngo called Education for Nature Vietnam and granted 14,113 ENV was established in 2000 as Vietnam s first non-governmental organization focused on the conservation of nature and protection of the environment

8 Public service announcements

9 Viral campaigns Photo credit: ENV

10 Press conference after a celebrity visit to SA Celebrity visit was paid for by Rhinose Foundation Photo credit: ENV

11 Other activities Letters sent to 200 CEO s of large corporations Rhino stands displayed at Ministries, Governmental Departments and Car dealership 10 min shows on national radio monthly Media campaign Rhino exhibits, talks Wildlife crime unit

12 Future work with ENV in 2014 PSAs National radio, Viral campaign & Public outreach Law enforcement Wildlife crime unit Major crime and investigations profiling major criminal networks and helping law enforcement agencies Policy and legislation Promoting prosecutions of kingpins

13 What other organisations are doing Date March ongoing Description EWT have developed a campaign with ENV consisting of posters, media outreach and an online component and will be executed in both English and Vietnamese Working in Melbourne, largest Vietnamese population outside of Vietnam and other work Aug 2013 Sep 2013 Humane Society International (HIS) with Viet Nam s CITES MA are working with a range of stakeholders including women s groups, business leaders, students and traditional and Western medical practitioners to develop and implement demand reduction strategies within their communities WildAid and AWF launch Say No to Rhino Horn awareness raising campaign

14 Cont.. Date On-going Description WWF and TRAFFIC continue to do a range of work tackling the demand in Viet Nam Sep 2013 Rhinose Foundation funded Vietnamese delegation to South Africa March 2014 Wilderness Foundation sponsored 2 Vietnamese singers to go to SA and be ambassadors

15 Targeting consumer behaviour

16 Consumer research In 2013 TRAFFIC carried out a consumer survey funded by WWF-SA 720 people in Hanoi and Ho Chi Minh City Consumers are influential people within society Educated, successful and powerful Most popular perceived benefit is emotional

17 Successful men over 40 Successful, well-educated men, who live in main urban centres Value the luxury lifestyle and have a wide social network Relationships based on prestige and honour Peer acceptance very important Need to appear strong and successful as head of the family View animals as commodities

18 Intenders Intender young men who are not currently buying or using rhino horn, but who aspire to

19 Women in their 50s Buyers tend to be older women who buy rhino horn for their families health Established belief in its medicinal value

20 Various Awareness Campaigns

21 But there is a buying disconnect

22 Changing behaviour is difficult

23 Conflicting messages Vs Vs Vs

24 Consumer choices aren t always based on rational science The science for not smoking Causes about 90% of lung cancers. Cancer in many other parts of the body Damages your heart and your blood circulation coronary heart disease, heart attack, stroke and many more Expensive Motivations for smoking Peer pressure Social rewards group bonding Risk taking thrill Parental influence Misinformation Japanese lit talks about increased health Addiction gene Advertising/media Stress relief 1.1 billion people smoke in the world We can know that something is wrong but doesn t mean we will change our behaviour

25 What do consumers see? Ref: Naomi Doak presentation TRAFFIC

26 Messaging to consumers Whose fault is rhino poaching? Will they care if all rhinos go extinct - Vietnamese rhino extinction Needs to consider what the consumer sees The more expensive rhino horn is = the more effective it is Strong powerful beautiful rhino = want to possess those qualities Rarity = the more it makes me feel special to own it Who delivers the messages is import - they need to trust the messenger

27 Changing behaviour Talk to their heart not their head Remember that changing behaviour is difficult peer group rejection Understanding not judging, people need to want to change their behaviour

28 What is next? UK govt have awarded SRI a grant through their Illegal Wildlife Trade fund Highly targeted behaviour-change initiative at rhino horn consumers Partnership between SRI, TRAFFIC Viet Nam and PSI PSI are a behaviour change social marketing organisation

29 Consumer behaviour change project Targeted at businessmen over 40 and intenders consumer groups Identify and engage with key influencers Businessmen Traditional medicine associations Govt agencies & Media agencies

30 Activities Identify best communication channels and messaging to engage target consumers Deliver a variety of activities High profile corporate events Events with medical professionals Media agencies, involvement of government agencies

31 Final thoughts Demand reduction campaigns can work Need to consider who is being targeted when developing a campaign Over the next couple of years a lot of work is being done in Vietnam to tackle the demand for rhino horn watch this space

32 Thank you

33 Any questions Susie Offord Deputy Director Save the Rhino International T: international