1. Demand reduction and new audiences:
case studies in success
November 15, 2012 Julie Gray, TRAFFIC
2. TRAFFIC & demand reduction
TRAFFIC?
We are the leading NGO working Element of our work is demand
globally on trade in wild animals and reduction—reducing demand
plants as it affects biodiversity and for wildlife taken unsustainably
sustainable development. and/or illegally.
November 15, 2012
3. To reduce demand...
...we need new audiences &
we need behaviour change
The record of environmental
communications with these is poor
To try & improve, we…
November 15, 2012
4. …organized a demand reduction workshop, 2011
• Focus was Endangered Wildlife Species and
Viet Nam and China
• Cross-sectoral participation:
• Government—important in CN/VN!
• Ogilvy & Mather, Tribal DBB,
• World Bank,
• Wilkes University,
• Social Science Research Council,
• The Guardian,
• other environmental NGOs
November 15, 2012
5. We learned from success with new audiences
Ha Noi before 15 December 2007 Ha Noi, 15 December 2007
Achieved >90% compliance rate
November 15, 2012
6. We learned from success with new audiences
1) A very specific,
researched new
audience
2) Cross-sectoral,
including
government
(crucial in Viet Nam)
3) Targets
motivation
4) Professional,
marketing and
communications
November 15, 2012
7. We developed models to reach new audiences
1) Workshop 3) Personal & social influences
developed 5-step stronger than laws, prices,
plan for reaching etc.
new audiences
2) Workshop
developed models
for several new
audiences
November 15, 2012
8. Model to reach “old millionaires” in China
Step 1—Identify specific
audience
Old millionaires
are consumers of
endangered species—
gifting culture
November 15, 2012
9. Model to reach “old millionaires” in China
Step 2—Identify influences on this
audience
Want to be seen as rich, powerful,
with a link to the glory days
Ivory and Tiger products are
resonant of old Imperial China.
November 15, 2012
10. Model to reach “old millionaires” in China
Step 3—Develop e.g. a young relative
a practical e.g. a revered associate
behaviour model use small, measurable, concrete,
achievable actions
Target motivation
Find the
psychological
button to press
November 15, 2012
11. Model to reach “old millionaires” in China
Step 4—Build a
marketing strategy
Professional
marketers
November 15, 2012
12. Model to reach “old millionaires” in China
Step 5—Develop a
communications
strategy and campaign
Mistake many of us
NGOs make is to jump
straight to this step!
November 15, 2012
13. To reach new audiences—the take-home
message
• Cross-sectoral participation (incl. government in China/Viet Nam)
• Identify target audience very specifically
• Research influences to which they are susceptible—personal/social
ones strongest
• Build the practical model for change on these
• Professionals to market/communicate
November 15, 2012
Editor's Notes
CITES CoP making an intervention http://www.traffic.org/home/2012/8/21/loose-horns-surging-demand-and-easy-money-create-perfect-sto.html
2010 Tiger Summit in St. Petersburg pledge: double the number of wild Tigers by 2022 China has been identified as the single largest consumer country for wild animals and plants, and Vietnam is emerging as another major destination market for wildlife traded (UNODC 2010).
90-100% successful helmet campaign transformed “ wearing a helmet is not cool ” to “ wearing a helmet is cool ”
China ’ s “ old millionaires ” have a propensity to consume Tiger products and think the exotic and exclusive nature of these makes gifting them a short cut to social success. Are over a million millionaries (US dollar) in China in 2012.
Average age of CN millionaire = 39
Use professionals at this stage – they know how to do this: NGOs do not or can ’ t afford. These = just template mkting strategies
