As a communication consultant, I present a targeted strategy for WildAid’s 2024 campaign “No Pangolin on My Plate,” developed with my team. This campaign, planned for implementation in the major cities of Cameroon (Yaoundé and Douala), aims to combat the poaching of pangolins, the world’s most trafficked mammals. Our approach is to raise awareness and educate restaurateurs and the general public on this important issue, turning them into allies in the fight against pangolin poaching.
Context and Challenges
Faced with the growing threat to species such as elephants and pangolins, the Cameroonian government, supported by international organizations, is intensifying efforts to curb this menace, strengthening legislation, monitoring, and raising awareness among local communities about the importance of conservation.
In this ongoing struggle for species preservation in Cameroon, we offer our expertise to WildAid. WildAid is an international organization that inspires change and empowers the world to protect wildlife and their vital habitats against the most serious threats, including illegal wildlife trafficking, climate change, and illegal fishing.
The primary challenge of this campaign is the deep integration of bushmeat into dietary habits in Cameroon. The consumption of bushmeat is not only a traditional culinary practice but also plays a significant role in food security and the economy of communities. It is essential to address these habits with an educational and sensitive strategy. This campaign will focus on public and stakeholder education on the importance of respecting wildlife protection laws.
In January 2024, we propose launching for WildAid the awareness campaign titled “No Pangolin on My Plate.” This initiative aims to actively involve restaurateurs in the cities of Douala and Yaoundé, making them aware of the preservation of these endangered species and promoting responsible restaurant practices.
Strategic Approach
Our proposal for WildAid involves a strategic and systematic approach to the campaign launch in Douala and Yaoundé. It begins with field research, including a comprehensive survey of restaurants to assess their awareness level of wildlife preservation and create a database for targeted actions.
The communication strategy focuses on creating a visually and creatively developed label to raise awareness among restaurateurs and their customers about species conservation. With this label, establishments that are sensitive to wildlife conservation issues and refrain from offering prohibited bushmeat products in their menus can be marked based on the previous field study.
The label not only distinguishes “responsible” restaurants but also marks those moving in the right direction—those open to learning more about the subject and revising their practices to support change and contribute to positive impact.
Additionally, the campaign does not stop at restaurateurs; it extends to markets to reach the entire pangolin distribution chain and educate the public about the ecological and legal impacts of bushmeat consumption. The goal is to create awareness among distribution points in markets, sellers, and resellers who serve as the link between those coming from the bush with pangolins and individual buyers or restaurateurs.
“When purchases stop, so do the killings.” This is a position of WildAid that we fully support, and that’s precisely why our communication campaign maximizes its efforts where it can create the most impact: distribution. By engaging sellers and resellers, we raise awareness among the actors who bring pangolins to plates, ultimately aiming for a drastic reduction in pangolin purchases, leading to a reduction in the massacre of these animals due to insufficient demand.
Finally, the communication strategy aims to strengthen law enforcement in collaboration with authorities. Practically, we propose providing the data collected in the field to the Ministry of Forests and Wildlife (MINFOF) agents to guide their actions in discouraging illegal trade and bushmeat consumption.
Implementation and Deliverables
Key elements of this campaign include initiatives and supports to be implemented across seven (07) categories:
- Digital Media (dedicated website, social media, online advertising…)
- Traditional Media (radio, press, in-restaurant displays…)
- Field Activations (questionnaires for restaurateurs, flyer distribution…)
- Educational Materials (educational booklets, infographics, visual data)
- Varied Promotional Materials (menus, brochures, roll-ups, stickers, goodies…)
- Press Relations (press releases, press conferences…)
- Establishment of Partnerships (especially with ministries responsible for forests and tourism, and some influencers and sponsors).
The six-month campaign will unfold in several stages: a preparation stage, including lobbying with ministries and campaign team training, followed by a restaurant census phase that encompasses field studies. The development of the campaign’s visual identity precedes the campaign launch, market awareness, and support for ministry agents in reinforcing punitive measures.
While this blog post focuses on communication, there is not enough talk about communication for behavior change, about raising awareness in simple terms. This article is therefore prior to the implementation of the awareness strategy for WildAid, and I wanted to share it with you before engaging in it. If it is implemented by my team, we will revisit it in six months for a feedback session. However, it was important for me to already share with you the keys to strategic communication in terms of awareness.
In summary, this strategy proposed to WildAid with the “No Pangolin on My Plate” campaign illustrates how effective communication, in partnership with local actors and authorities, can powerfully serve important causes, here the conservation of wildlife.
This strategic approach transcends traditional methods and offers a model that I hope will inspire you as communication professionals. Since WildAid is not a commercial organization, I am not betraying any secrets by sharing this strategy with you. No panic.
