Zambia Reaffirms Commitment to Wildlife Protection Through “Worth More Alive” Campaign
The Ministry of Tourism, in collaboration with Zambia Airports Corporation Limited (ZACL) and Wildlife Crime Prevention (WCP), has reaffirmed its commitment to fighting wildlife trafficking through its flagship “Worth More Alive” campaign.
An evaluation meeting held today at Kenneth Kaunda International Airport (KKIA) brought together key stakeholders, including government officials, conservation groups, airline representatives, and media partners, to assess the campaign’s impact since its inception on August 17, 2022.
Representing Permanent Secretary Mr. Evans Muhanga, Stewart Mukupa from the Department of National Parks and Wildlife emphasized the critical role of cross-sector collaboration in tackling wildlife crime.
“This campaign is not just about wildlife—it’s about the Zambia we want to build. Our airports are now hubs of awareness and accountability,” Mukupa stated.
The campaign has made significant strides, including the installation of life-size sculptures of endangered species at KKIA, distribution of multilingual educational materials across four international airports, and the creation of a wildlife crime hotline supported by stationed DNPW officers.
Acting Managing Director of ZACL, Mr. Zephania Sholobela, stressed the importance of sustained awareness: “By integrating anti-trafficking messaging into airport infrastructure, we are making conservation part of the passenger experience. This is a shared national responsibility.”
The initiative highlights iconic species such as elephants, pangolins, rhinos, and big cats as vital to Zambia’s identity and ecological health. It also honors the legacy of Zambia’s founding president, Dr. Kenneth Kaunda, by promoting conservation education and youth engagement.
The Ministry pledged to enhance enforcement, expand outreach, and foster a culture that treasures wildlife as part of Zambia’s living heritage.
