Diogo Veríssimo

Using marketing theory and tools to advance biodiversity conservation

  • Outreach
  • Projects
  • In the media
  • Publications
  • CV
  • About me
  • Contact me

Bushmeat, Radio and Evaluation

24/01/2018

Fresh of press is a new article in the journal Animal Conservation (FULL TEXT HERE). In it we describe an intervention to reduce demand for bushmeat in northern Tanzania. The intervention was centered around the 1-h radio show My Wildlife – My Community which included 15-min episodes of the radio drama Temboni, designed by PCI Media Impact. Each episode of the radio drama was accompanied by a 45-min interactive call-in show featuring interviews with experts and local information about available community resources. We evaluated this intervention using a Before-After-Control-Impact framework based on longitudinal data from 168 respondents. To account for the fact that respondents volunteered to be exposed to the intervention, in this case the radio show, we used a matching algorithm together with regression to ensure that we could build a credible counterfactual group.

Our analysis did not uncover any differences in outcomes between the treatment and control groups, and thus no evidence of the intervention achieving its initial goals. One potential causal mechanism that could have led to this outcome is the low audience penetration rate. Fewer than 40% of respondents listened to the show and among those who did, only about 20% listened to five of more episodes. This research highlights the challenges of implementing and evaluating interventions delivered through mass media in developing countries, and the importance of reporting on interventions even when there is no evidence that they achieved their initial goals. Only through robust evaluation of behavior change interventions and the sharing of lessons learned can conservationists successfully tackle complex issues such as the bushmeat trade.

 

 

Share this:

  • Email
  • Facebook
  • Twitter
  • LinkedIn

Like this:

Like Loading...
Posted in: Publications Tagged: Africa, Animal Conservation, behaviour change, Biodiversity, bushmeat, Conservation, Diogo Verissimo, Education entertainment, Impact Evaluation, Marketing, PCI MEdia Impact, Social Marketing, Tanzania
← Why we need to care about null results
When donors are distracted, flagships matter (a lot) less →

Subscribe

Enter your email address to receive notifications of new posts

Join 125 other subscribers
Tweets by @verissimodiogo

Copyright © 2023 Diogo Veríssimo.

Me WordPress Theme by themehall.com

%d bloggers like this: