Poaching Steals From Us All campaign, a project championed by WildAid and ANAC, was launched this week in Maputo, Mozambique. For this stage the ambassadors chosen for the campaign were former President of Mozambique, Joaqum Chissano, and national musicians Stewart Sukuma, Lizha James and Kins Sweet (this one from Niassa Province).
This project is a mass-awareness campaign intended to elevate the profile of wildlife conservation in Mozambique, emphasizing both its cultural and economic importance, raising awareness about the illegal wildlife trade, and promoting Mozambique’s national parks and reserves and the need to protect the country’s biodiversity. While many Mozambicans recognise the role tourism plays in the country’s economy, they don’t know to what extent their natural heritage is threatened, especially by poaching. An activity which benefits a few but inherently affects the lives and livelihoods of many.
Using an array of locally celebrated ambassadors, the campaign will roll out TV, radio and billboard content including public service announcements, mini-documentaries, serials, shows, and competitions, in Portuguese and local languages, all with the intention of instilling a strong sense of pride in Mozambique’s natural wildlife heritage and to fuel the desire to protect it. The campaign covers key species under threat; elephants, rhinos, pangolins, lions, wild dog and other Mozambique wildlife. With these media, the campaign is optimistic it will address issues like wildlife crime and bush meat trade and promote the economic benefits of wildlife tourism.
WCS had a specific role in this campaign given all support in terms of technical and logistic issues since part of filming were made in Niassa National Reserve.