delegate showcase - julie gray
DESCRIPTION
Presentation delivered by Julie Gray, TRAFFIC, as part of the Delegate Showcase session at Communicate 2012: Breaking BoundariesTRANSCRIPT
Demand reduction and new audiences:case studies in success
November 15, 2012 Julie Gray, TRAFFIC
TRAFFIC & demand reduction
November 15, 2012
TRAFFIC?We are the leading NGO working globally on trade in wild animals and plants as it affects biodiversity and sustainable development.
Element of our work is demand reduction—reducing demand for wildlife taken unsustainably and/or illegally.
To reduce demand...
...we need new audiences &we need behaviour changeThe record of environmental
communications with these is poorTo try & improve, we…
November 15, 2012
…organized a demand reduction workshop, 2011
• Focus was Endangered Wildlife Species and Viet Nam and China
• Cross-sectoral participation:
• Government—important in CN/VN!
• Ogilvy & Mather, Tribal DBB,
• World Bank,
• Wilkes University,
• Social Science Research Council,
• The Guardian,
• other environmental NGOs
November 15, 2012
We learned from success with new audiences
November 15, 2012
Ha Noi before 15 December 2007 Ha Noi, 15 December 2007
Achieved >90% compliance rate
We learned from success with new audiences
1) A very specific, researched new audience
2) Cross-sectoral, including government (crucial in Viet Nam)
3) Targets motivation
4) Professional, marketing and communications
November 15, 2012
We developed models to reach new audiences
November 15, 2012
1) Workshop developed 5-step plan for reaching new audiences
2) Workshop developed models for several new audiences
3) Personal & social influences stronger than laws, prices, etc.
Model to reach “old millionaires” in China
Step 1—Identify specific audience
Old millionaires are consumers of endangered species—gifting culture
November 15, 2012
Step 2—Identify influences on this audience
Want to be seen as rich, powerful, with a link to the glory days
Ivory and Tiger products are resonant of old Imperial China.
November 15, 2012
Model to reach “old millionaires” in China
Step 3—Develop a practical behaviour model
Target motivation
Find the psychological button to press
November 15, 2012
e.g. a young relative
e.g. a revered associate
use small, measurable, concrete, achievable actions
Model to reach “old millionaires” in China
Step 4—Build a marketing strategy
Professional marketers
November 15, 2012
Model to reach “old millionaires” in China
Step 5—Develop a communications strategy and campaign
November 15, 2012
Mistake many of us NGOs make is to jump straight to this step!
Model to reach “old millionaires” in China
To reach new audiences—the take-home message
• Cross-sectoral participation (incl. government in China/Viet Nam)
• Identify target audience very specifically
• Research influences to which they are susceptible—personal/social ones strongest
• Build the practical model for change on these
• Professionals to market/communicate
November 15, 2012