Content creators join IFAW in the fight against wildlife trafficking

That's why this workshop felt so important. We weren't just talking about the problem-we were bringing in people who are part of the digital ecosystem shaping it.

Learning from creators

We invited @drole_de_biologiste, @animals.interest, @emiliepriou, @lele_wild, and @amdeoff to join us for an open, honest discussion. The session was facilitated by Anaïs Therond, co-founder of Réseaux Sauvages, whose work focuses on how social media can amplify wildlife crime.

What struck me most was how engaged and thoughtful the creators were. Together, we looked at how harmful content spreads, the role algorithms play in amplifying it, and the limits of current regulations, including the Digital Services Act, and IFAW's status as a trusted flagger of illegal wildlife content online.

Using real examples-from staged 'rescues' to misleading sanctuaries and videos that present captive animals as wild-we unpacked why this content resonates so strongly, and how it can be misleading.

But importantly, we didn't stop at identifying the problem.

Finding what works

One of the most encouraging parts of the day was focusing on solutions. The creators shared what they know works with their audiences-humour, clear and simple fact-checking, personal storytelling, and strong calls to action.

That matters. Because if we want to change behaviour, we need to communicate in ways that people actually connect with.

We also talked about responsibility. Content creators have enormous influence, and with that comes the opportunity to shape more informed, ethical conversations about wildlife.

Turning awareness into action

By the end of the day, one thing was clear-we all want to be part of the solution.

We've committed to continuing this collaboration, starting with the development of a charter of best practices for content creators. Our goal is to expand this initiative across Europe, building a network of voices that can help shift the narrative around wildlife online.

But this isn't just about creators. It's about all of us. Many of us care deeply about wildlife, but we feel powerless to act. The truth is, small actions can have real impact:

• Pause before liking or sharing content
• Avoid engaging with posts that show wild animals in domestic settings
• Report harmful or misleading content

Every click, like, and share influences what platforms promote. By being more mindful, we can all help reduce the visibility-and demand-for content that harms wildlife.

Why this matters

At IFAW, we often talk about the connection between individual animals and wider ecosystems. The animals we see in these videos are not just props for entertainment-they are part of complex, fragile environments. Removing them from the wild doesn't just harm that individual animal, it can have ripple effects on entire populations.

That's why this work matters. And why conversations like the one we had in Paris give me hope.