Rhino Horn Demand Reduction Initiative selected for World Social Marketing Conference in Alicante, Spain, November 2025

Proud to announce that Nayana's abstract for his rhino horn demand reduction initiative was accepted by the World Social Marketing Conference (WSMC) review panel and he’ll be presenting this project at the conference, as well having a poster in Alicante, Spain on the 5-7th of November.

This is exciting since the project was reviewed by behaviour change experts on the panel and accepted as meritorious to be presented as part of the conference. The review process is competitive, and only the most compelling abstracts are selected for inclusion in the conference program. There was record competition - the organizers received the highest number of entries in the history of the competition. The IUCN Behaviour Change Task Force will also be speaking at the conference, alongside other social marketing and behaviour change experts.

The World Social Marketing Conference (WSMC) is the leading global event dedicated to advancing behaviour change for social good. Bringing together researchers, practitioners, policymakers, and change-makers from across the world, WSMC 2025 will explore the latest innovations, strategies, and insights driving real-world impact in public health, sustainability, social equity, and beyond.

This will be the first time he's presenting the project in person since he presented the initial idea on the TED Stage alongside his late Service K9 Angel. This initiative has evolved since that initial talk to coincide with the latest research in the behaviour change space.

He's excited to be able to present this project in Alicante, Spain this November.

About the Initiative:

This project utilizes the power of art combined with evidence based scientific research to create behaviour change in the rhino horn consumer to reduce demand for rhino horn. By utilizing the power of art, this campaign has the potential to create a lasting corporate culture shift in the Rhino Horn consumer.

This project is dedicated to the loving memory of my late Service K9 Angel with whom this was created, initially presented, and who passed away whilst we were working on this together.

Programme Listing:

A compelling session on an innovative evidence-based rhino horn demand reduction initiative that blends art and science to curb demand in Vietnam driving the poaching crisis. Learn how impact can be amplified by the power of art.

Explore how behavioural science, and culturally relevant messaging are combined to shift consumer attitudes and affect social norms.

See an exclusive premiere of the paintings of this initiative. Hear innovative perspectives on demand-side solutions to combat illegal wildlife trade with a multi-disciplinary approach.