Pioneering SBCC

USAID Wildlife Asia is pioneering the use of social and behavior change communication (SBCC) as a framework to plan, implement, and evaluate demand reduction activities.  SBCC is an interactive, researched and planned process to change individual behaviors and social norms. SBCC uses a socio-ecological model that recognizes the relationship between people and their environment to identify tipping points to change individual behaviors, social norms, political will, or policy. Once tipping points are identified, SBCC applies three strategies to affect change: behavior change communication (BCC), social mobilization and advocacy.

USAID Wildlife Asia has systematically used SBCC in planning its reduction campaigns in China, Thailand and Vietnam.  In 2018, the program completed a comprehensive consumer research study on demand for ivory, pangolin, rhino and tiger products in China and Thailand.  Findings from this groundbreaking research were used to identify socio-demographic characteristics of current and potential consumers of each of these products, the drivers underlying their desire for and perceived barriers to use these products.  These findings were used to plan targeted demand reduction campaigns in China and Thailand that address specific drivers to demand.  The development of campaign messages and materials has followed an evidence-based process of pretesting to determine appeal, comprehension, believability, and resonance among the specific consumer groups targeted.

In China, the Wildlife Protection Law (WPL) campaign aims to increase the level of personal risk perception for consuming ivory, pangolin, rhino, and tiger products by making target audiences aware of these provisions in the Updated WPL Law.  A campaign to address Gifting of wildlife products as an affirmation of wealth and status -- a common driver to buy and use ivory, pangolin, rhino and tiger products -- is being developed. In Thailand, a campaign to address the perceived beauty of ivory, a significant driver in the use of ivory jewelry and accessories, has been launched to reduce demand for and social acceptability of ivory products.  A two-phased campaign to counter the perceived power of ivory and tiger amulets/products to bring good fortune and prevent harm is also being implemented to reduce demand for and social acceptability of ivory and tiger products. 

In Vietnam, USAID Wildlife Asia is supporting the third phase of the Chi campaign (Chi III) which aims to reduce demand for rhino horn.  Two Chi III PSAs were launched to respond to 2018 consumer research findings by USAID in Vietnam revealing that a primary driver in the use of rhino horn is to reflect wealth and status or for perceived health benefits.

USAID Wildlife Asia works with government and private sector partners in the region, supporting the transition towards a new wildlife-free social norm. For more information, please contact