Digital Deterrence

The Digital Deterrence Campaign Phases 1 and 2 in Thailand used approaches from behavioral economics to augment more traditional social and behavior change communication (SBCC) strategies. This campaign demonstrated how SBCC theories, models, and insights can be useful in understanding online consumer behavior related to wildlife parts and products and in informing the design of digital campaigns to reduce their demand. The use of these behavior change approaches enabled the campaign to go beyond generalized awareness-raising towards targeting actual drivers and concerns for wildlife product consumption among those consumer segments likely to purchase wildlife parts and products online.

The Phase 2 campaign served around 21.4 million ads on all platforms and reached an estimated 7.8 million unique users. A monitoring survey conducted following the campaign showed significant differences in the target audience's attitudes regarding ivory and tiger products. Of those not exposed to the Digital Deterrence ads, 14.8 percent expressed an intention to buy ivory and tiger products, compared to 8.8 percent who did see the ads. Similar decreases were found regarding the social acceptability and attractiveness of wildlife products.

Based on these results, USAID Reducing Demand for Wildlife (RDW) continued the campaign, which was disseminated on Google from August to November 2022. RDW used the same dissemination strategy and slightly adjusted campaign materials for the 2022 campaign.

Digital Deterrence Campaign in Thailand

Aug 14, 2020 · File

A presentation on Digital Approaches to Demand Reduction given during the webinar for USAID Combating Wildlife Trafficking Learning Group on May 23, 2019

Digital Deterrence Campaign Report

Feb 12, 2022 · File

The Digital Deterrence Campaign Phases 1 and 2 used approaches from behavioral economics to augment more traditional social and behavior change communication ...

USAID Shares Findings from Review of Nine Highly Effective Demand Reduction Campaigns

Nov 03, 2022 · News Item

On October 27, 2022, USAID Reducing Demand for Wildlife (RDW) hosted a one-hour webinar on the Review of USAID Wildlife Asia Social and Behavior Change ...