Campaign Overview
WWF-Myanmar partnered with WildAid in 2022 to launch a campaign called “The Price We Pay,” designed to reduce public demand for wildlife products.
In response to a surge in illegal wildlife trade online in Myanmar and across the Asia-Pacific region, changes in public behavior are necessary in Myanmar to curb the increased illegal trafficking of wildlife online that poses major health risks and loss of biodiversity.
This social mobilization campaign encouraged people to support keeping wildlife wild and protect nature as a critical step to safeguarding human health. Taking a One Health approach to wildlife conservation, the campaign reflected on the global and national impacts of recent health crises and highlighted the potential risks associated with continued wildlife trade, delivering a clear message: “Don’t eat, don’t keep, and don’t trade wildlife.”
Outcomes & Results
The campaign was well-received, with audiences clearly understanding the message and expressing a strong connection to the storytelling. Many praised the quality, narrative, and overall execution, showing that storytelling played a key role in delivering the message effectively. While a large number of viewers agreed with the message, they often shifted the responsibility for wildlife protection to others such as law enforcement, national authorities, border trade practices, or hunters.
Asset Types
- Social media posts
- Social media videos
- Print ads
- OOHs
Conditions of Reuse
The campaign concept or idea may be recreated by other WWF offices. The original creative assets cannot be reused.
Get In Touch
For more information, reach out to WWF-Myanmar at mm.media@wwf.org.mm