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The USAID (U.S. Agency for International Development) Wildlife Asia initiative works to end wild animal crime in China, Vietnam, and Thailand. Historically, efforts to combat the illegal wild animal trade targeted the supply side of things. Meanwhile, desire for these products has remained strong in some segments of the population. Broad public campaigns have increased awareness of the problem, but they\\u2019ve done little to curb demand. \\n\\n\\n\\nTo target buyers of illegal animal products more effectively, USAID decided to test a new campaign that applied a social and behavioral change communication (SBCC) framework. This framework accounts for the motives behind purchasing wild animal products and the individual, social, spiritual, and other factors that play a role in purchasing decisions. \\n\\n\\n\\nBefore the campaign, researchers gathered information from three focus groups of ivory consumers and 14 individual interviews with tiger part consumers to learn how they used the Internet to support their purchasing behaviors. They found that consumers aren\\u2019t typically buying illegal wild animal products online, but they use the Internet to learn about the products they want to buy. In previous research, USAID also found that consumers were concerned about the legality of owning ivory and tiger products. There also remains a belief in the ability of ivory and tiger parts to bring good luck or protect the bearer against misfortune. \\n\\n\\n\\nTo that end, USAID targeted a range of Google ads at Internet users in Thailand who searched for trafficking-related keywords. The goals of the campaign were to combat the belief that wild animal products bring \\u201cgood luck,\\u201d to increase the perceived risk of illegal purchases, and to heighten the sense that potential buyers were being tracked by the government. \\n\\n\\n\\nThe ads either focused on debunking the myth that wild animal products are lucky or highlighting the illegality of wild animal trafficking. Some ads told searchers that they were being monitored, and one presented itself as an \\u201cofficial alert.\\u201d All ads included a warning that trade in the specific product search was illegal and that undercover officers were online. Searchers who clicked through the ads were taken to the landing page for Thailand\\u2019s Department of National Parks (DNP), which enforced their messages and encouraged visitors to reach out with questions or tips about illegal activity.\\n\\n\\n\\nThe campaign ran from August 2018 to March 2019. In that time, 560,470 keyword searches in Thailand were targeted with one of the Google ads. Of those targeted, 3% of searchers clicked through to the DNP landing page. While the campaign ran in Thai, English, Chinese, and Vietnamese, most of the searchers were in Thai, and the Chinese and Vietnamese versions were withdrawn before the study period was finished. \\n\\n\\n\\nMost searchers were men between the ages of 25-44 years old, and 90% came from Bangkok. \\u201cIvory\\u201d was the most searched term in both Thai and English, with about 90% of searches. When the search terms included the words \\u201cpurchase\\u201d or \\u201cprice,\\u201d they were strong indicators of probable purchase intent. While the number of searches with such terms was only a small proportion of the total (52,684, or around 9%), this result remains concerning. Ads that had the key message \\u201cWe\\u2019re Searching For You\\u201d had the lowest click-through rate, which, according to the authors, suggests they were the strongest deterrent.\\n\\n\\n\\nOnce this campaign concluded, researchers evaluated the results. Cost per ad served was just $0.015. The ads were also very targeted, reaching consumers whose behavior suggested interest in the wild animal trade. Based on these outcomes, USAID decided to run a second campaign from November 2019 to April 2020. They re-targeted consumers tracked in the first phase along with online buyers with similar socio-demographic profiles. They also included messaging from other campaigns and added a social media component. The second campaign served 21.4 million ads on all platforms and reached an estimated 7.8 million unique users. \\n\\n\\n\\nAfter both phases of the campaign were over, USAID collected survey responses from people who were and weren\\u2019t targeted by the Google ads. They found that 9% of people targeted with one of the Google ads showed intent to buy ivory and tiger parts in the future, compared with 15% who weren\\u2019t targeted. Similarly, just 5% of people who saw an ad agreed that ivory and tiger products bring good luck and protect the owner from harm, compared to 19% of people who weren\\u2019t targeted. Finally, 12% of people who saw a Google ad said that ivory and tiger products are socially acceptable among family and friends, versus 21% who did not see an ad. Finally, a second survey revealed that the digital campaign\\u2019s messaging was salient, with up 56% of searchers recalling that trade in tiger parts and ivory is illegal and that undercover officers are online. \\n\\n\\n\\nThese outcomes are very encouraging. Digital campaigns can succeed in reducing demand for wild animal products while being very cost effective. What\\u2019s more, they can be set up by advocates around the world and directed at geographic areas of concern. Advocates can use these results to set up a more permanent digital deterrence program, not only in Thailand but in other locations where consumer demand leads to the killing, mistreatment, and trafficking of wild animals.\\n\",\"post_title\":\"Fighting Wild Animal Trafficking With Online Ads\",\"post_excerpt\":\"Online ads may be a cost-effective way to discourage consumers from buying ivory and tiger parts. They might even change the social acceptability of the practice.\",\"post_status\":\"publish\",\"comment_status\":\"open\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"fighting-wild-animal-trafficking-with-online-ads\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2023-01-25 05:55:12\",\"post_modified_gmt\":\"2023-01-25 13:55:12\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\\/\\/faunalytics.org\\/p=64503\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"};var ajaxurl = \" -admin/admin-ajax.php\";(function($) { $(function() { if (typeof FWP !== 'undefined') { FWP.auto_refresh = false; } });})(jQuery);Faunalytics
Once this campaign concluded, researchers evaluated the results. Cost per ad served was just $0.015. The ads were also very targeted, reaching consumers whose behavior suggested interest in the wild animal trade. Based on these outcomes, USAID decided to run a second campaign from November 2019 to April 2020. They re-targeted consumers tracked in the first phase along with online buyers with similar socio-demographic profiles. They also included messaging from other campaigns and added a social media component. The second campaign served 21.4 million ads on all platforms and reached an estimated 7.8 million unique users.
(Study 1) to explore the online retailers and bodybuilding forums/blogs for availability of DNP to guide the sampling strategy in Study 2 by identifying bodybuilding supplements that may be DNP in disguise, may contain DNP as a booster ingredient (spiking) or prone to DNP contamination owing to poor quality management; and to inform Study 3 through personal accounts of experiences and informal advice given on how to use DNP and whether advice includes warning against DNP.
Statistical analyses were performed using IBM SPSS v22. Respective measures of the effects were obtained from the SPSS output where available or calculated using the online meta-analysis effect size calculator [46].
Taken together, these results suggest that DNP practices and experiences are shared online, but not in real life. DNP use appears to take place in isolation. This may partly so because of the social disapproval of DNP use, even among bodybuilders; but also because managing the side effects (profuse sweating, skin discoloration, etc.) in public is difficult. In fact, new users are advised in discussion forums to start the cycle when on holiday if they are in employment. Conceivably, sharing experiences online is a way to deal with isolation and loneliness during a DNP course. If this is the case, online forums play an important role beyond being a compendium of DNP knowledge; and it warrants further investigation.
Contamination or adulteration with DNP was found in 14.3 % of the tested bodybuilding supplements in low concentration. Almost half (44.4 %) of all Internet-sourced samples were contaminated compared to only 7.7 % of those obtained from high street retailers, which suggests that controlling effort is best concentrated on supplements available - or in some cases, only available - from online retailers. The low representation of gym sample prevents making meaningful conclusion but future investigations should specifically focus on samples bought in gyms because the original source of these supplements could be the generally cheaper online retail network and/or underground labs. The concentration of DNP in these supplements was well below the levels of use which bodybuilders report, and far from the significant exposure of 30 mg/kg dose used in an in vivo rat study to induce sufficient increase in energy demand for fat loss [74]. Thus, deliberate adulteration and violation of the labelling requirement [38] is less likely than contamination owing to poor quality control. 59ce067264