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Demand Reduction Strategic Approaches to Lasting Impact - ADB Symposium on Combating Wildlife Crime, March 2013

Demand Reduction Strategic Approaches to Lasting Impact - ADB Symposium on Combating Wildlife Crime, March 2013. Why reduce demand?. 5000% increase since 2007. 668. What are the drivers of demand?. High profits, low risk Increased purchasing power

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Demand Reduction Strategic Approaches to Lasting Impact - ADB Symposium on Combating Wildlife Crime, March 2013

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  1. Demand Reduction Strategic Approaches to Lasting Impact - ADB Symposium on Combating Wildlife Crime, March 2013
  2. Why reduce demand? 5000% increase since 2007 668
  3. What are the drivers of demand? High profits, low risk Increased purchasing power ‘Conspicuous consumption’ by newly wealthy Wildlife products confer status Asian baseline of tradition – medicinal, crafts and luxury items Amplified by trends, fashion and folklore e.g. Rhino horn as cancer cure
  4. Previous successes Volume of Ivory Imported by Japan 1979-1988
  5. Changing Japan’s ivory appetite Strategic Partnerships: Government – strategic engagement Industry – position as a bona fide stakeholder, a voice to listen Media – key for amplifying advocacy and messaging Opinion makers – a spectrum of influential players
  6. …in parallel with ‘starving the supply’ Supply Reduction – Reducing market availability through >law enforcement effectiveness SOURCE TRANSIT MARKET Demand Reduction - Behavioural change efforts to dissuade consumption of illegal wildlife products
  7. Strategy for Behaviour Change Behaviour identification 2) Audience segmentation 3) Behaviour modelling 4) Marketing framework development 5) Campaign development and implementation (Strategies for Tiger, Rhino; work in CN, VN markets)
  8. Sustained efforts over time Short term Medium term Long term Targets/Vectors Government Business Youth/Public
  9. Government Leadership China’s NICE-CG pro-active and prioritising advocacy China Wildlife Conservation Association (CWCA), China Radio International, TCM, tourism authority, private sector partnerships Research-driven planning, strategy, execution Adapt and refine – at sufficient scale
  10. Private Sector: Reducing Online Supply & Demand Short-term example of behavioural change impact: 15 leading e-commerce sellers operating in China, signed a zero-tolerance policy for illegal wildlife products  9 more large e-commerce companies in April 2013.
  11. Social Outreach: Working with Community Leaders
  12. Guiding Principles Government, Private Sector, Public Modes of communication Digital media / social networking Traditional Media Events / Influential spokespeople Conversations Change perceptions, behaviour, social norms From within, not an external agenda
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