Zambia, a landlocked country in southern Africa, famous for its diverse wildlife with many parks and safari areas, also known for its rugged terrain, waterways, including the world - renowned Victoria Falls and the Zambezi River, and copper mining industry through its Ministry of Tourism is reiterating its commitment to combating wildlife crime launching the ongoing "Worth More Alive" campaign.
The campaing developed in partnership with ZACL, Zambia Airports Corporation Limited and WCP, Wildlife Crime Preservation was officially launched during stakeholder review meeting which took place on 7th May 2025 at KKIA, Kenneth Kaunda International Airport, in Chongwe District off the Great East Road, approximately 27 kilometres northeast of the city centre of Lusaka, the capital and largest city of Zambia.
The event saw the presence of officials from government, conservation groups, airlines, and media assessed the campaign's progress since its inception on 17th August 2022.
"Worth More Alive" campaign has made significant strides, including the installations of life - size sculptures of endangered species at Kenneth Kaunda International Airport, distribution of multilingual educational materials across four international airports, and the creation of a wildlife crime hotline supported by Department of National Parks and Wildlife officers.
The initiative highlights the protection of iconic species such as elephants, pangolins, felins and rhinos, vas vital to Zambia's identity and ecological health and focuses on integrating conservation messaging into travel infrastructure to promote awareness among the travellers and support enforcement across Zambia's transport hubs.
The campaign also honours the legacy of Zambia's founding president, Dr. Kenneth Kaunda, the first president of the African country from 1964 to 1991 and by promoting conservation education and youth engagement.
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