Wildlife Trade Specialists

Pangolin scale boots. Photo: U.S. Fish and Wildlife Service.

Designing Effective Messages guidelines for reducing demand for illegal wildlife

Pangolin scale boots. Photo: U.S. Fish and Wildlife Service.


Published 6th June 2019


Download report

Reducing demand for illegal wildlife

Advertising campaigns are often more art than science. Certainly, a large amount of creativity is needed to design an effective, eye-catching, and memorable campaign.

Designing Effective Messages

Report author(s):
TRAFFIC and the Behavioural Insights Team

Publication date:
June 2019


These Guidelines have been produced through the generous support of USAID, through the Wildlife Trafficking Response, Assessment and Priority Setting (Wildlife TRAPS) project, with a contribution from the German Polifund project, implemented by GIZ on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Ministry for Environment, Nature Conservation and Nuclear Safety (BMU). The contents of this report are the sole responsibility of TRAFFIC and do not necessarily reflect the views of donors or any donor countries.

These Guidelines are released alongside CHOOSING THE RIGHT MESSENGER.

find out more