Efficacy of the "Worth More Alive" wildlife campaign at Zambia’s Kenneth Kaunda International Airport: A case study on travelers’ perceptions and attitudes

This study explores the impact of the "Worth More Alive" wildlife conservation campaign implemented at Zambia’s Kenneth Kaunda International Airport, aiming to contribute to addressing the global challenge of illegal wildlife trade and raise awareness among international travelers. Wildlife trafficking remains a critical global issue, threatening biodiversity and necessitating innovative awareness strategies. Zambia, with its rich biodiversity, serves as a case study to evaluate the efficacy of targeted conservation messaging in influencing perceptions and attitudes. Data collection involved pre- and post-campaign surveys with 79 and 101 respondents, respectively. The demographic analysis revealed a predominance of male participants, though the gender ratio improved post-campaign. The campaign successfully increased public recognition of elephants as endangered, rising from 40 % to 49 %. However, awareness on black and white rhinoceroses and African lions declined, indicating a potential shift in focus. Knowledge of wildlife protection, particularly regarding illegal wildlife trade, showed slight improvement, with recognition of campaign materials increasing from 11 % to 20 % post-campaign. Awareness of penalties for illegal possession of trophies saw a marginal rise, from 24 % to 26 %. Logistic regression analysis demonstrated that campaign awareness significantly improved recognition of the pangolin (β = 1.1928, p = 0.032), showing a 330 % increase in knowledge about this lesser-known species. Chi-square tests confirmed a significant association between campaign awareness and increased recognition of endangered species, particularly pangolins. While park visitation positively correlated with awareness, inconsistencies across residency status and nationality were observed. Gender disparities were evident, with males exhibiting higher awareness levels, highlighting the need for targeted communication strategies to engage all demographic groups effectively. The present study underscores the "Worth More Alive" campaign’s success in enhancing awareness of lesser-known species, particularly pangolins while identifying areas for improvement in broader species recognition and engagement. Future campaigns should prioritize tailored messaging to address diverse demographic interests and behaviors, ensuring a more comprehensive and effective approach to wildlife conservation awareness.