Zero Wild Meat Campaign Through a Behavior Change Lens

Zero Wild Meat was an innovative campaign launched by WWF between October and December 2022 that spotlighted two serious threats‚ – risks to public health and risks to nature‚ – in order to reduce the consumption of wild meat in Viet Nam, Cambodia, and Lao PDR.

This report illustrates the campaign design, implementation, and evaluation through a behavior change lens, provides insights from its pre- and post-campaign surveys among wild meat eaters, and summarizes key learnings for future interventions.