Research tothe Rescue
LI Chenyang
Senior Project Manager
TRAFFIC/WWF

+20,000
elephants
poached peryear

Click for video: https://www.youtube.com/watch?v=k-AtXiSbmW0

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The Dim Future of African Elephants

Danger ofextinction
imminent3

African ivory
seizure cases
increasing

4

Growing
demand inAsia,
particularly
China

TEN ASIAN COUNTRIES WITH THE
MOST IVORY SEIZED, 1989 – 2011
Total weight of seizures in pounds by market

5

Carving:
traditional
driver of
demand6

Tourismandgifting:moderndrivers ofdemand7

GameChanger:
China’s Ivory
trade ban8African Elephant Population

Estimated African Elephant Population

WWF HighImpact
Initiative

Closing down Asia’s ivory markets

1,625,000

1,300,000

2016
China announces ivory
market closures

1,300,000
975,000
650,000

600,000

508,000

2020
China ivory market
eliminated415,000
IMPACT

325,000
0

Population trend
Population trend with intervention
Population trend without intervention

Year9

Quickest andBiggest Impact
Interventions

RESEARCH
to theRESCUE

Who
to target
Whereand withWhat
messages?
10Analysis
deployed

19%
50%

Segmentation Analysis

31%

Ivory Purchase Index

Maximum Differentiation Scaling

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IvoryPurchase
Index:
By City

Legend Ivory
Purchase Index
Highest Index
Medium Index

Lowest Index

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Intend to buy
ivory after ban

Who:
Segmentation

Diehard
Buyers 19%

Not likely torecommend ivory
purchase afterban

Rejectors
50%

I am NOT
concerned thativory might beillegal to buy

Likely torecommend
ivory purchaseafter banLaw Abiding
Citizens 31%

Do not intend to buy ivory
after ban

I am concernedthat ivory might
be illegal to buy
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Who:
Consumer
Segments

Rejectors (50%)

Diehard Buyers (19%)• Most inclined to purchaseelephant ivory even after
the ban is implemented• and will most drive futureivory demand

19%

50%

• Reject the idea ofpurchasing ivory in thefuture31%

Ban Influenced Citizens (31%)• 7 in 10 have purchased ivory in the past, demonstrate a desire topurchase ivory in the future, but none after the ban is implemented• Strongly influenced by any law enforcement and strong penalties forpurchasing ivory
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Why:

Artistic Value &Beauty

Uniqueness

CulturalHeritage

Gifting(status)EndangeredElephants

AnimalCruelty

Illegality

StrongPenalties

DriversandDeterrents

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Why not:Awareness ofregulations

Awareness of current/upcoming regulations
81%YesNo19%

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Who andWhat:
Messaging &Segmentationst Preferred message:
136%

Conservation-related
39% Layer 1

34% Layer 2
32% Layer 3

35% Millennials
Regular

34% Overseas Travelers

nd27% 2 Preferred message:

Legal/Ban-related
26% Layer 1

28% Layer 2
28% Layer 3

26% Millennials
30% Regular
Overseas Travelers

17Who andWhat:
Messaging &Segmentation

Diehard Buyers(19%)• Most persistentbuyers• Intend to purchaseivory after the ban isimplemented• Layer 3 cities• Driven by the social
dimensions of ivory

Show that purchasingivory is socially
undesirable andreflects badly on them

Rejecters(50%)• Most concerned about
the environmental
consequences ofpurchasing ivory• 7 in 10 willing toconvince others to stop
purchase ivory in thefuture

Leverage potential
role as advocatesagainst ivory purchase

Ban Influenced
Citizens (31%)• Low awareness• Before hearing of the ban:8 in 10 likely to buy• After hearing of the ban:
all reconsider.

• Strongly influenced byregulations

Raise awareness of theivory ban & penalties.
Influence them with clear
communications on laws
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Messages
used ininterventions:
Li Bingbing

Let’s commit to rejecting thepurchase of ivory products
Since Dec 31 2017, all trades of ivory
products inside China are illegal
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Will we beon time?

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THANK YOU谢谢

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