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Exploring the Effective Use of Celebrities in Wildlife Demand Reduction: Changing Perceptions of Pangolins in Vietnam

Celebrities are often used to influence the public to change their awareness of, attitudes or behaviour towards illegal wildlife products. But there is limited evidence about how effective this is and there has been no evaluation of how to design such campaigns to maximise their impact. This project seeks to provide an evidence-base on how best to use celebrities to deliver messages on the illegal wildlife trade focusing on consumption of pangolins in Vietnam as a case study.

This project is being led by one of our Co-Directors, Alegria Olmedo, who is based at the University of Oxford in the Zoology Department and is part of the Oxford Martin Programme on the Illegal Wildlife Trade. She is working closely with local partner, Save Vietnam's Wildlife for data collection and project implementation. The project is being funded by the National Geographic Society and the Oxford Martin School.


Oxford Martin Programme on the Illegal Wildlife Trade


Interdisciplinary Center for Conservation Science