Effectiveness of a social marketing strategy, coupled with law enforcement, to conserve tigers and their prey in Nam Et Phou Louey National Protected Area, Lao People’s Democratic Republic

Published source details Saypanya S., Hansel T., Johnson A., Bianchessi A. & Sadowsky B. (2013) Effectiveness of a social marketing strategy, coupled with law enforcement, to conserve tigers and their prey in Nam Et Phou Louey National Protected Area, Lao People’s Democratic Republic. Conservation Evidence, 10, 57-66.
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This study is summarised as evidence for the following.

	Action	Category
	Use campaigns and public information to improve behaviour towards mammals and reduce threats Action Link

Use campaigns and public information to improve behaviour towards mammals and reduce threats

A controlled, before-and-after study in 2009–2010 in 57 villages in and around a protected area in Lao People's Democratic Republic (Saypanya et al. 2013) found that a social marketing campaign to promote a newly created telephone hotline increased reporting of illegal hunting. Villagers exposed to the social marketing campaign were significantly more likely to report illegal hunting after the campaign. The reporting rate of the villages not exposed to the campaign did not change significantly (data not reported). In 2009, a telephone hotline was set up for villagers to report illegal hunting. In 36 villages, a social marketing campaign was used to promote the hotline. Twenty-one similar villages did not receive the campaign. Surveys of both groups were conducted before and after the social marketing campaign took place.

(Summarised by: Phil Martin)