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 Laos, Cambodia, and Vietnam.
The campaign largely focused on wild meat consumed in restaurants, households, or marketplaces, and not in vulnerable, rural communities where livelihoods can depend on such consumption.
These three countries have some of the highest observed levels of wild meat consumption, which often brings wild mammals, birds, reptiles, and amphibians into the marketplace and restaurants. Wild meat is a pricey dish in many places, representing wealth and high status, and is also considered to be a delicacy or nutritional with multiple health benefits. Such consumption heavily threatens the survival of wildlife populations, fuels transboundary and domestic wildlife crime, and significantly increases the risk of zoonotic spillover from animals to people. Most consumers tend to be unaware of the potential risk they are exposing themselves, their loved ones, and their community to when they consume wild meat dishes and how such choices can pose both a public health and conservation threat.
This report 'Zero Wild Meat Campaign Through a Behavior Change Lens' 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.