Evaluating the effectiveness of a public awareness campaign as a conservation intervention: the saiga antelope Saiga tatarica in Kalmykia, Russia

We carried out an in-depth analysis of a media campaign designed to raise awareness of the ecology and conservation of the Critically Endangered saiga antelope Saiga tatarica in the Pre-Caspian region of Russia. We carried out 250 semi-structured interviews in eight villages. The effectiveness of the campaign was assessed using change in opinion over the previous 3 years as an attitudinal indicator and amount pledged for saiga conservation as a measure of behavioural intention. The campaign induced positive changes in attitudes and behavioural intention. Reinforcement was important, with people's retention of information about saiga conservation from the campaign being positively correlated with their level of ecological knowledge about the species. Similarly, behavioural intention towards the saiga was more likely to be positive in individuals who had a high level of exposure to the species and/or had been subject to two or more different conservation interventions. Level of attitudinal change was dependent on an interaction between the date when the media campaign was carried out and the age of the respondent. We conclude that public awareness campaigns, if designed to take into account the socio-demographics and cultural background of the target audience, can be an effective method of improving attitudes towards conservation.