Evidence-Based Behaviour Change Intervention on Saiga Horn Medicine in Singapore: Research Brief

Key Points: 1. A rare example of a wildlife trade initiative that covers all stages of an evidence-based behaviour change intervention. 2. Intervention development involved combining extensive consumer research with human behaviour theory and past research. 3. Intervention used a cutting-edge, powerful combination of online news coverage and targeted advertising. 4. Post-intervention, 4% of the target audience changed their behaviour (vs 1% of non-target) and the intervention message was shown as the key cause; but high-level users did not decrease significantly pre-to post-intervention.