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

This comprehensive campaign leverages various media channels, including social media, TV, radio, billboards, key influencers, and edutainment storylines on popular TV programs to reach a wide audience. By employing behavioral science and an evidence-based baseline study, the campaign aims to shift consumer behavior by targeting urban illegal bushmeat consumers, who represent the largest market and significant drivers of this trade.

Additionally, the campaign collaborates with the legal game meat industry, specifically the Wildlife Producers Association of Zambia, to promote the consumption of legal game meat as a sustainable and ethical alternative to illegal bushmeat.

By highlighting the benefits of legal game meat and educating the public about the negative impacts of the illegal bushmeat trade, the campaign seeks to create lasting change in consumer habits and support wildlife conservation efforts in Zambia.