USAID leverages placement in Giant Panda Magazine to promote the Wildlife Protection Law campaign

USAID Wildlife Asia placed a half-page Wildlife Protection Law public service announcement in the Giant Panda magazine’s April 2020 issue to disseminate messaging on the penalties for consuming pangolin meat.

With a circulation of 30,000, Giant Panda is the official quarterly magazine issued by the Chengdu Research Base, Sichuan Wildlife Conservation Association, and Sichuan Zoological Society that reaches a variety of readers including Chinese government and diplomatic officials, tourists, and environmental professionals. So what? USAID’s consumer research on wildlife products in China revealed that a significant proportion of current and potential consumers of wildlife products are those who travel.  The continued focus on this audience segment and leveraging support from the travel industry maximizes the reach and impact of this ongoing campaign.  The impacts will grow even greater once travel business returns to previous levels following the recovery of the COVID-19 crisis.