Reducing demand for illegal wild meat consumption

The solution

INFLUENCE AT WORK partnered with Save Vietnam’s Wildlife to design a data-led behaviour change approach targeting both consumers and suppliers. The strategy prioritised credibility and authority by involving a trusted local government organisation as the campaign messenger. The programme combined two distinct consumer-facing print campaigns, one focused on health and one designed to increase perceived social disapproval. In parallel, a restaurant-focused intervention was introduced to reduce supply and increase accountability, using public pledges and commitments alongside a certification label that enabled visible recognition for compliant venues and made expectations easier for the community to track.