TRAFFIC launches a Social and Behaviour Change Guidebook for wildlife protection in Viet Nam

The illegal wildlife trade threatens biodiversity globally and Viet Nam serves as a major consumer market and transit hub, with almost 1000 seizures of animals recorded between 2020 and 20243. While multiple strategies are necessary to combat trafficking, addressing consumer demand remains fundamental to creating lasting change. 

Social and Behaviour Change (SBC) has emerged as a powerful approach to address this challenge. Beyond raising awareness, SBC techniques reveal what drives people's choices and how to influence them toward sustainability by tackling the complex social, cultural, and psychological factors shaping their consumption patterns. 

As a leader in SBC for wildlife conservation, TRAFFIC has developed a Viet Nam-focused SBC Guidebook, responding to the need for country-specific guidance.  

The Guidebook directs communication and nature conservation professionals through a step-wise framework to design evidence-based SBC interventions to reduce the demand for illegal wildlife products in Vietnam. 

It features, in particular, a real-world case study following TRAFFIC Viet Nam's social marketing campaign to reduce tiger product demand in Viet Nam 4. 

This SBC Guidebook offers practical, ready-to-implement techniques built from 25 years of in-country experience. It goes beyond theory to provide actionable frameworks that conservation practitioners can apply immediately. Anyone looking to make tangible changes in wildlife protection will find concrete examples, proven methodologies, and step-by-step guidance they can reference to create measurable impact in their conservation efforts in Vietnam," said Trinh Nguyen, TRAFFIC Vietnam Office Director.  

As a leader in SBC for wildlife conservation, TRAFFIC has developed a Viet Nam-focused SBC Guidebook, responding to the need for country-specific guidance.  

The Guidebook directs communication and nature conservation professionals through a step-wise framework to design evidence-based SBC interventions to reduce the demand for illegal wildlife products in Vietnam. 

Until now, three Vietnamese companies have already committed to pilot and use the Guidebook for their activities. Among them, Ms. Thuy Doan from King Craft Viet, has welcomed the release of this Guidebook:  

As a local company conscious of environmental responsibilities,  we are fully committed to implementing these evidence-based techniques in our upcoming CSR activities to strengthen our impact in protecting Viet Nam's precious biodiversity." 

The Vietnamese copy will be distributed to conservation organisations, government agencies, business associations from e-commerce, transport, timber and traditional medicine sectors, and other stakeholders combating wildlife trafficking in Viet Nam.