The illegal wildlife trade threatens the future of many species, and undermines economies and livelihoods. Conservationists have largely responded with supply‐side interventions, such as antipoaching patrols, but these often fail to stem the tide of wildlife trafficking. There is now increasing interest in demand‐side interventions, which seek to lower poaching pressure on sought‐after species by reducing consumer's desire for, and purchase of, specific wildlife products. Individual behavior change approaches, from environmental education to social marketing, have been widely advocated by academics, practitioners, and policy makers. However, this is an emerging field and we lack the breadth of evidence needed to understand and predict the potential outcomes of demand reduction interventions. To help us gain broader insights, we examine the literature from public health and international development on the effectiveness of behavior change interventions, and critique the current conceptualization of strategies for reducing consumer demand in the illegal wildlife trade. We show that behavior change is difficult to achieve and interventions may have unintended and undesirable consequences because of unaddressed systemic, cultural and environmental drivers, and limited resourcing. We conclude that some sections of the conservation community are advocating a shift from one reductionist approach based on limiting supply, to another based on limiting demand, and argue that conservationists should learn from the public health and international development projects that have integrated systems thinking. By accounting for the multiple interactions and synergies between different factors in the wildlife trade, we can develop more strategic approaches to protecting endangered species.

A B S T R A C TRanaviruses are important pathogens of amphibians, reptiles and fish. To meet the need for an analytical method for generating normalised and comparable infection data for these diverse host species, two standard-curve based quantitative-PCR (qPCR) assays were developed enabling viral load estimation across these host groups. A viral qPCR targeting the major capsid protein (MCP) gene was developed which was specific to amphibianassociated ranaviruses with high analytical sensitivity (lower limit of detection: 4.23 plasmid standard copies per reaction) and high reproducibility across a wide dynamic range (coefficient of variation below 3.82% from 3 to 3 × 10 8 standard copies per reaction). The comparative sensitivity of the viral qPCR was 100% (n = 78) based on agreement with an established end-point PCR. Comparative specificity with the end-point PCR was also 100% (n = 94) using samples from sites with no history of ranavirus infection. To normalise viral quantities, a host qPCR was developed which targeted a single-copy, ultra-conserved non-coding element (UCNE) of vertebrates. Viral and host qPCRs were applied to track ranavirus growth in culture. The two assays offer a robust approach to viral load estimation and the host qPCR can be paired with assays targeting other pathogens to study infection burdens.

1. Netflix recently launched its high-profile nature documentary Our Planet. Voiced by Sir David Attenborough in English (with Salma Hayek, Penelope Cruz and other Hollywood actors voicing versions simultaneously released in 10 other languages),Netflix are making a clear play for core BBC territory. However, they claim that this is a nature documentary with a difference as it puts the threats facing nature front and center to the narrative.2. We coded the scripts of Our Planet, and those of three recent Attenboroughvoiced BBC documentaries, to explore the extent to which threats (and conservation action and success) are discussed. The only other series which comes close to the frequency with which these issues are discussed is Blue Planet II, but Our Planet is unique in weaving discussion of these issues throughout all episodes rather than keeping them to a dedicated final episode. However, although Our Planet sounds different to other documentaries, the visuals are very similar.Nature is still mostly shown as pristine, and the presence or impacts of people on the natural world very seldom appear. We discuss the potential consequences of nature documentaries erasing humans from the land/seascape. 3. We also discuss the mechanisms by which nature documentaries may have a positive impact on conservation. Despite links between information provision and behaviour change being complex and uncertain, nature documentaries may, at least in theory, elicit change in a number of ways. They may increase willingness amongst viewers to make personal lifestyle changes, increase support for conservation organizations, and generate positive public attitudes and subsequently social norms towards an issue, making policy change more likely. 4. Netflix is certainly bringing biodiversity and the threats it faces into the mainstream, but the mechanisms by which viewing these representations translates to concrete behaviour change are poorly understood. Increasing interest in robust impact evaluation, integrating qualitative and quantitative methods, means the | 421People and Nature JONES Et al.

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognize the importance of implementing demandside interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. Based on consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa, we developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions. We identified 5 main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing subcategories. This framework is intended to facilitate the segmentation of consumers based on psychographics and allow the tailoring of interventions-whether behavior change campaigns, enforcement efforts, or incentive programs-to the specific context in which they will be used. Underlining the importance of consumer research and collaborating with local actors is an important step toward promoting a more systematic approach to the design of demand reduction interventions.

Psychological insights into human behavior can have enormous applied value for promoting charitable giving. Nevertheless, the application of these insights to conservation appeals featuring nonhuman animals has scarcely been explored. Although people often donate more when presented with single “identifiable” victims, whether this effect also extends to nonhumans is not known. Similarly, although many conservation appeals feature flagship species, it is unclear whether flagship species generate increased donations. We experimentally investigated how (1) identifiable versus statistical beneficiaries and (2) flagship versus nonflagship species affected donations to a conservation charity. Unexpectedly, subjects did not donate more when presented with single identifiable beneficiaries rather than groups of beneficiaries. Flagship species, on the other hand, increased donation amounts relative to appeals featuring nonflagship species. We discuss how these findings can inform and improve the effectiveness of conservation fundraising appeals.

With the recognition that most global environmental problems are a result of human actions, there is an increasing interest in approaches which have the potential to influence human behaviour. Images have a powerful role in shaping persuasive messages, yet research on the impacts of visual representations of nature is a neglected area in biodiversity conservation. We systematically screened existing studies on the use of animal imagery in conservation, identifying 37 articles. Although there is clear evidence that images of animals can have positive effects on people's attitudes to animals, overall there is currently a dearth of accessible and comparable published data demonstrating the efficacy of animal imagery. Most existing studies are place and context-specific, limiting the generalisable conclusions that can be drawn. Transdisciplinary research is needed to develop a robust understanding of the contextual and cultural factors that affect how animal images can be used effectively for conservation purposes.

The use of celebrities in marketing campaigns is widespread globally, including in environmental conservation. Celebrity endorsements are pervasive, but there is limited evidence of their effectiveness. We conducted a review of celebrityendorsed environmental campaigns. We report on the extent to which celebrities have been used in these campaigns, whether evaluation of the endorsement has been conducted, and assess whether there is evidence that the celebrities achieved the objectives they set out to accomplish through their engagement. We searched the peer-reviewed and grey literature in six languages from July 2018 to January 2019 and found 79 campaigns implemented in nine countries from 1976 to 2018. Two thirds of campaigns were implemented in China and reported in Chinese. Only four campaigns were evaluated, but none of the evaluations provided evidence of the effectiveness of celebrity endorsement. Evaluation focused instead on overall campaign outputs and outcomes. Claims of effectiveness were made, but the lack of measurable objectives, theory of change, outcome indicators, and critical evaluation renders it impossible to determine whether the outcomes achieved by the campaigns can be attributed to celebrity endorsement. It thus remains unclear whether celebrity endorsement can contribute to conservation efforts. It is essential for environmental practitioners and researchers to report the outcomes and lessons learned from celebrity endorsements to ensure that their future use in conservation marketing campaigns is evidence-based, thereby improving conservation practice.

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognise the importance of implementing demand-side interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in our understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. We developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions, based upon consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa. We identified five main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing sub-categories. This framework is intended to facilitate more nuanced approaches to demand reduction, such as the tailoring of interventions—whether behaviour change campaigns, enforcement efforts, or incentive programmes—to the specific context in which they will be used. It is an important step towards producing a more systematic approach to designing demand reduction interventions that are more likely to succeed.