Demand reduction messaging for consumption of tigers and other endangered wildlife species

The world will see iconic wildlife species go extinct in the near future if the unbridled demand for parts and products of these and other endangered species is not significantly reduced. This has already happened for sub-species of tiger and rhino in Asia. There is little doubt that in the short term, direct action to identify and apprehend poachers and illegal traders is of the utmost importance, but without a complementary effort to impact the persistent market demand that drives this trade, emergency enforcement action alone will be in vain.

There needs to be a renewed, scaled-up and sustained effort to dissuade end-users and those who supply them from participating in this business.

There are good examples of effective approaches to address consumer demand and illegal trade, but overall they have failed because they were not pursued at a scale large enough to have an impact, or for a long-enough duration to achieve measurable change. New approaches, particularly based on learning from other sectors of social/environmental cause campaigning and marketing, e.g. the emerging field of "conservation psychology" and behavioural change provide some hopeful avenues for increasing impact.

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