Breaking The Brand Big 5
Breaking The Brand is expanding its focus to tackling the demand for a number of key species. Over the last 18 months we have been approached by a number of organisations to look at the demand for ivory and lion bones; however the rhino is still our primary focus. As evidence increases on a re-emergence of demand for rhino horn from China, we will have to do research on the Chinese market for rhino horn in the same way have for Viet Nam; eliciting motivations to use and stop using in this country. Given many users of wildlife ‘products’ are multi-species users, it makes sense to incorporate other species into our ongoing rhino research – elephant, lion, pangolin and giraffe.
We already know that China is the key market for ivory, lion bones and pangolin, although it is not the only market. By targeting four species in relation to Chinese demand we hope to build a more comprehensive picture of the end consumers. With use of these products ranging from meat consumption to medicine, jewellery and speculative investment, we are able to tackle a broad range of motivations to poach and trade illegal wildlife products. Our aim is to develop a more thorough framework of understanding demand and factors that can be used to impact and reduce demand depending of the specific motivations to use and the nature of the end consumer groups.
The odd one out of the BTB Big 5 is the giraffe. The myth of giraffe marrow bone as a cure for HIV/AIDS is being manufactured in Tanzania. Here we are dealing with a very different market, one that has actually been created in one of the range countries. As this is a relatively new market, we believe we can learn a lot about how wildlife traffickers create markets and demand from including the giraffe in our research.
As with all our projects, we will do first-hand investigations on the ground, in the relevant communities and with the key demographic groups to learn what is happening and how these markets currently operate. We will also continue to liaise with conservation organisations who already have a wealth of knowledge about these markets. What we bring is our expertise in asking the right questions to elicit motivations to consume and stop consumption together with our knowledge and experience in designing behaviour change campaigns.