USAID presents impact of Thailand’s spiritual beliefs SBCC campaign to the CWT Global Collaborative Learning Group

In Thailand, spiritual beliefs underpin demand for some wildlife products, such as amulets made of ivory and tiger parts. In this webinar held on December 9, 2020, USAID Wildlife Asia described their Social Behavior Change Communications (SBCC) approach to reducing consumer demand for these products by focusing on these beliefs.

On December 9, USAID Wildlife Asia shared results from a monitoring survey that showed significant impact from the spiritual beliefs campaign in reducing demand for ivory and tiger products in Thailand. This campaign aimed to counter beliefs in the power of ivory and tiger products to bring good luck or to prevent harm to users. The survey demonstrated a clear improvement in desired attitudes, perceptions of social unacceptability, and the intention to not buy these wildlife products among its target audience—current and potential ivory and tiger consumers. The team presented these insights as a case study in applying the five-step social and behavior change communication (SBCC) planning process during a webinar for the Countering Wildlife Trafficking (CWT) Global Collaborative Learning Group. The webinar also discussed the challenges faced in implementing this targeted SBCC campaign. Two sessions were organized, with a total of 104 participants from USAID (Washington and overseas), US Fish and Wildlife Service, US Treasury, US Department of Transportation, USAID CWT projects, WWF, TRAFFIC, IFAW, FHI360, WildAid, Zoological Society of London, research agencies and other partners.

Knowledge sharing on the implementation and impact of SBCC campaigns is an effective way to expand understanding of how SBCC can be successfully applied to reduce consumer demand for wildlife products and protect endangered animal species.

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