USAID “A Good Life is Free of Killing” campaign inspires new content
USAID Wildlife Asia, in collaboration with WildAid, produced five videos that interview three popular opinion leaders in Thailand.The videos disseminate campaign messages that focus on individual actions and karma “from within” as a means to a better life; asking viewers to question their beliefs on the power of amulets and other wildlife products.
Since the original campaign launch in October 2019, the three influencers have reached 33.6 million views on their Facebook or Instagram accounts; they plan to post these new videos for expanded coverage. So what? Spiritual beliefs are a major driver in the use of wildlife products and are particularly difficult to change. Engaging credible influencers as campaign messengers has leveraged an enormous amount of resources and expanded the reach and believability of key messages.