WCP Zambia
Worth More Alive Campaign
On August 17, 2022, Wildlife Crime Prevention (WCP), the Department of National Parks and Wildlife (DNPW), and the Zambian Airports Corporation Limited came together to launch the “Worth More Alive” campaign.
On August 17, 2022, Wildlife Crime Prevention (WCP), the Department of National Parks and Wildlife (DNPW), and the Zambian Airports Corporation Limited came together to launch the “Worth More Alive” campaign. This powerful initiative was developed to combat wildlife trafficking at Zambia’s international airports, reinforcing the country’s commitment to conservation and the protection of its rich biodiversity.
Zambia is home to some of Africa’s most iconic and endangered wildlife species, including elephants, rhinos, pangolins, and big cats—all of which are at risk due to poaching and illegal wildlife trade. Airports serve as key transit points for trafficked wildlife products, making them critical locations for awareness, prevention, and enforcement efforts. The “Worth More Alive” campaign directly tackles this issue by using strategic visual messaging and public education to disrupt the illicit wildlife trade.
Creating Awareness Through Powerful Visual Storytelling
To capture travelers’ attention and drive home the urgency of wildlife protection, the campaign installed life-size sculptures of endangered animals at key airport locations. These striking installations serve as a visual reminder of Zambia’s invaluable wildlife heritage and reinforce the message that these animals are “worth more alive” in their natural habitats than as trafficked commodities.
Alongside the sculptures, the campaign placed informative posters throughout airport terminals. These materials highlight:
- The importance of Zambia’s wildlife and its role in the country’s ecosystem and economy.
- The severe legal consequences of engaging in or facilitating wildlife trafficking.
- How the public can report suspected wildlife crimes to the authorities.
By educating travelers—both local and international—the campaign fosters greater accountability and encourages active participation in the fight against wildlife trafficking.
Honouring a Legacy of Conservation
The “Worth More Alive” campaign is more than just an educational initiative—it also pays tribute to Zambia’s long-standing commitment to conservation, a vision championed by Dr. Kenneth Kaunda, the country’s first president and namesake of Kenneth Kaunda International Airport (KKIA).
Dr. Kaunda was a passionate advocate for wildlife protection and promoted sustainable natural resource management as a means to uplift communities. His influence played a pivotal role in the establishment of Chongololo Clubs, an initiative that educated Zambian youth on conservation and inspired generations to protect the country’s natural heritage.
Much like the Chongololo Clubs, the “Worth More Alive” campaign embodies the principle that conservation is not just about protecting animals—it is about securing a sustainable future for all Zambians. By preserving wildlife, Zambia ensures ecotourism thrives, ecosystems remain balanced, and communities benefit from legal, ethical, and sustainable natural resource use.
A Collective Effort to End Wildlife Trafficking
Wildlife trafficking is a global issue, but local action is key to dismantling the networks that drive it. The “Worth More Alive” campaign serves as an urgent call to travelers, airport personnel, law enforcement, and the general public to remain vigilant, report suspicious activities, and take a stand against the illegal wildlife trade. Through continued awareness and collaboration, Zambia can protect its wildlife for future generations—because they are truly worth more alive.