This project will reduce threats to wild species and rural livelihoods posed by growing demand for wildlife products, by expanding use of successful approaches to demand reduction. The aim is to identify, engage and dissuade Chinese nationals from purchasing illegal wildlife products in Lao PDR. Behaviour change messaging will be developed and distributed through influential channels. Collaborations with governments and businesses will be implemented through responsible travel/investment-themed bilateral meetings, advocacy workshops, and formation of cross-sectoral alliances combatting illegal wildlife trade.