Behavioral change interventions are increasingly widely used in conservation. Several projects addressing rhino horn consumption were recently launched in Vietnam. We used key informant interviews, document analysis, and marketing theory to explore their strategies for intervention design, implementation, monitoring, and evaluation. We developed a framework to evaluate whether they followed best practice and identify implementation challenges. Interventions could make greater use of key project design steps, including basing interventions on robust research to understand the behavior in question, identifying the target audience whose behavior interventions aim to change, and developing measures that can provide reliable evidence of success or not. Challenges include the need for law enforcement to complement campaigns; improving cooperation between NGOs; and clearly defining aims of demand‐reduction initiatives. Using best practice from other fields and considering demand reduction within the wider context of wildlife, trade policy will help address these challenges.

The use of celebrities in marketing campaigns is widespread globally, including in environmental conservation. Celebrity endorsements are pervasive, but there is limited evidence of their effectiveness. We conducted a review of celebrityendorsed environmental campaigns. We report on the extent to which celebrities have been used in these campaigns, whether evaluation of the endorsement has been conducted, and assess whether there is evidence that the celebrities achieved the objectives they set out to accomplish through their engagement. We searched the peer-reviewed and grey literature in six languages from July 2018 to January 2019 and found 79 campaigns implemented in nine countries from 1976 to 2018. Two thirds of campaigns were implemented in China and reported in Chinese. Only four campaigns were evaluated, but none of the evaluations provided evidence of the effectiveness of celebrity endorsement. Evaluation focused instead on overall campaign outputs and outcomes. Claims of effectiveness were made, but the lack of measurable objectives, theory of change, outcome indicators, and critical evaluation renders it impossible to determine whether the outcomes achieved by the campaigns can be attributed to celebrity endorsement. It thus remains unclear whether celebrity endorsement can contribute to conservation efforts. It is essential for environmental practitioners and researchers to report the outcomes and lessons learned from celebrity endorsements to ensure that their future use in conservation marketing campaigns is evidence-based, thereby improving conservation practice.

The COVID-19 pandemic has caused huge loss of life, and immense social and economic harm. Wildlife trade has become central to discourse on COVID-19, zoonotic pandemics, and related policy responses, which must focus on “saving lives, protecting livelihoods, and safeguarding nature.” Proposed policy responses have included extreme measures such as banning all use and trade of wildlife, or blanket measures for entire Classes. However, different trades pose varying degrees of risk for zoonotic pandemics, while some trades also play critical roles in delivering other key aspects of sustainable development, particularly related to poverty and hunger alleviation, decent work, responsible consumption and production, and life on land and below water. Here we describe how wildlife trade contributes to the UN Sustainable Development Goals (SDGs) in diverse ways, with synergies and trade-offs within and between the SDGs. In doing so, we show that prohibitions could result in severe trade-offs against some SDGs, with limited benefits for public health via pandemic prevention. This complexity necessitates context-specific policies, with multi-sector decision-making that goes beyond simple top-down solutions. We encourage decision-makers to adopt a risk-based approach to wildlife trade policy post-COVID-19, with policies formulated via participatory, evidence-based approaches, which explicitly acknowledge uncertainty, complexity, and conflicting values across different components of the SDGs. This should help to ensure that future use and trade of wildlife is safe, environmentally sustainable and socially just.

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Pangolins have been exploited throughout history but evidence points to population declines across parts of their ranges since the 1960s, especially in Asia. This is the result of overexploitation for local use and international trade and trafficking of their derivatives. The prevalence of the consumption of pangolin products has been estimated for different localities in Viet Nam but, considering that national legislation prohibits the purchase of pangolin products, previous research has not accounted for the potential for biased responses. In this study, we treat pangolin consumption as a sensitive behaviour and estimate consumption prevalence of pangolin meat, scales and wine (a whole pangolin or pangolin parts or fluids soaked or mixed in rice wine) in Ho Chi Minh City using a specialized questioning method, the unmatched count technique. We also characterize the demographics of consumers. Our results suggest there is active consumption of all three pangolin products, with a best-estimate prevalence of 7% of a representative sample of Ho Chi Minh City residents for pangolin meat, 10% for scales and 6% for wine. Our prevalence estimates exceed estimates from direct questions, providing evidence for the sensitivity of pangolin consumption. We compared our analysis of consumer characteristics with existing profiles of pangolin consumers and found substantial differences, suggesting that consumption occurs among broader demographic groups than previously described. Our findings suggest that efforts to reduce demand for pangolin consumption in Viet Nam should focus on a broader range of consumers than previously identified.