SBCC framework on demand reduction developed

The situation analysis which summarized and reviewed findings from 17 existing consumer research studies, six campaign evaluation studies, and 46 articles on ivory, rhino horn, pangolin and tiger products in China, Vietnam and Thailand.

The findings revealed that that social status and medicinal value are two key drivers that underline consumption of these wildlife parts and products. Based on these key findings, an umbrella Social and Behavior Change Communication (SBCC) Framework was developed, which will be used in guiding planning of demand reduction campaigns and capacity strengthening activities.  Five new campaigns are planned for China and five for Thailand/Vietnam. They will be positioned as a series of related campaigns focused on addressing drivers to consumption.