Title
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
Author(s)
Santi Saypanya, Troy Hansel, Arlyne Johnson, Annalisa Bianchessi and Brooke Sadowsky
Published
2013
Publisher
Conservation Evidence
Abstract
The Nam Et Phou Louey National Protected Areain the Lao People’s Democratic Republic contains the last confirmed breeding population of tigers (Panthera tigris) in Indochina. There are two main threats
to tigers, direct killing of tigers and the illegal hunting of wild ungulates, the tigers’ principle prey.
Villagers living around the National Protected Area rely on these same ungulates as an important source of protein in their daily diet. The illegal hunting of tigers and prey for commercial trade is unsustainable and is driven by a lack of ownership by local villagers who engage in illegal activities and by government
agencies that do not enforce the laws. To reduce these threats the Nam Et Phou Louey National Protected Area is using a social marketing campaign in parallel with traditional enforcement to change
the behavior of illegal hunters, village members, and government officials. To determine campaign effectiveness, a survey instrument was developed to measure knowledge, attitudes and behavior
change, which included both a control and pre and post surveys of target audiences. The pre and post surveys indicate a significant shift along the theory of change from knowledge to behavior change. The assumption is that over time this shift will also lead to threat reduction to, and thus increase of, tiger and prey populations.
Keywords
social marketing, strategy, law enforcement, tigers, Nam Et-Phou Louey, NEPL
Full Citation
S. Saypanya, T. Hansel, A. Johnson, A. Bianchessi & B. Sadowsky/ Conservation Evidence (2013) 57‐66
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