Alegria Olmedo

My research focuses on providing an evidence-base on how to effectively use celebrities in campaigns that aim to reduce demand of illegal wildlife products; looking into the specific example of pangolin product use in Vietnam.

Along with my research team, I will test a celebrity-based demand reduction campaign in Vietnam and measure its impact on the demand of pangolin products. Lessons will be drawn from the findings on the role that celebrity endorsement can play in demand reduction initiatives and in the conservation field more broadly.