WCP, in partnership with DNPW, supports Zambia’s first behaviour-change campaign targeting the illegal bushmeat trade.

The campaign uses social media, TV, radio channels, billboards, key influencers and edutainment storylines on popular TV programmes. 

Using behavioural science and a baseline evidence-based study, the campaign calls consumers to action by targeting urban, illegal bushmeat consumers – the biggest bushmeat market and significant drivers of the trade. 

The campaign works with the legal game meat industry (Wildlife Producers Association of Zambia) to promote the alternative consumption of legal game meat over illegal bushmeat.