Digital Deterrence Campaign Report

The Digital Deterrence Campaign Phases 1 and 2 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.