6 Questions with Liliana Vanegas: Driving Change Across Continents

Liliana Vanegas is a passionate social marketing practitioner, deeply committed to driving behaviour change in African and Latin American regions. Leveraging her expertise, she spearheads initiatives focused on sustainability, conservation, and public health. Her efforts target citizens in urban cities and rural communities, fostering lasting positive change that contributes to both human well-being and environmental integrity.

1) We always like to start by asking how you got into your field. Can you share what inspired your journey into conservation and human behaviour?

I have always been fascinated by nature, which is why I chose to study Forest Engineering. However, as I progressed in my studies, I discovered that what interested me the most was not just the forest itself, but the human dimension of the forest. My work clearly shows the difference between traditional Western conservation approaches and local realities in Latin America and Africa. It was then that I discovered the power of behaviour change approaches. This perspective allowed me to analyse those divergences from a more empathetic standpoint, break down barriers and co-create nature-based solutions that genuinely responded to the realities and concerns of the communities that depend on natural resources for their well-being. Ultimately, they are the ones who most depend on the forest – and therefore, also the main stewards of its protection. They are the ones who benefit most from its sustainable use, or who suffer the most when it is mismanaged.

2) What drew you to join the IUCN Behaviour Change Task force, and how does your current work align with the mission and goals of the organization?

When I started working on behaviour change initiatives in Central Africa, I quickly realised that there was very little exchange of experiences among practitioners. Many people and institutions were already implementing behaviour change interventions – sometimes without even labeling them as such – but doing so in isolation, without connection to others facing similar challenges. This prevented the generation of shared learning or valuable synergies. I joined this Task Force to build a community: a space to share challenges, learn from diverse perspectives, and collaborate meaningfully to increase the collective impact of our efforts.

3. Could you tell us about some of your favourite projects that you have worked on

throughout your career?

One of the most meaningful projects I’ve worked on aimed to shift food choices toward more sustainable behaviours in Central Africa. We used social marketing to reduce wild meat consumption by promoting culturally relevant alternatives, focusing on the end consumer rather than the supply chain. It deepened my understanding of how food choices reflect people’s values and their connection to nature.

Another project that had a significant impact on me was working with children from rural

communities in the Colombian Amazon. In an effort to have a positive impact on the local environment, these children decided to plant fruit trees with the aim of providing food for the local wildlife. It is hoped that this will help to stabilise the animal populations in their territories. Whilst perhaps not perfect, and lacking in terms of impact, it was inspiring to see the motivation of the younger generations to take action, starting with what they could do.

Both projects reminded me of how important it is to make the most of the resources you've got, to work together with different stakeholders, and to see any problems or setbacks as part of the process of making real and lasting change.

4) In your opinion, what is one of the biggest challenges the world faces in driving meaningful behaviour change toward conservation? 

We need to be aware of our own biases about what we consider the 'right' way to do conservation. Often, we see problems differently from the communities we aim to work with. What we label as 'irrational' behaviours may only be the visible tip of a deeper reality, often rooted in people’s needs, experiences, and daily lives. Understanding the behaviour we intend to change is crucial. It’s not easy — but it is deeply fascinating.

Another big challenge is that many interventions/projects are designed with short-term thinking, often based on funding opportunities. Changing people's behaviour takes time, but the interventions we typically use are short-term, which makes it hard to create lasting changes and measure their real impact. While these projects can be a good starting point, we need long-term plans that are well thought out and organised.

Finally, people often think that changing behaviour is just an extra part of conservation efforts, rather than something that is needed. I believe that if we include it from the start of our conservation plans, we can make sure that our actions fit with what is happening locally and have a big, long-lasting effect.

5.) Who is someone in the conservation world (or beyond) that you look up to or that has influenced your career?

During my career, I have been lucky enough to learn from many researchers, mentors and colleagues whom I really admire. What struck me was how adaptable the people of Kinshasa (Democratic Republic of the Congo) were. I lived there for several years, and every day was a new challenge, but the people always found ways to be more creative and move forward. From improvised canoe taxis during floods to reinventing the economy through informality - In Kinshasa, everything can be recycled, adapted, or reinvented. The ability to find ingenious solutions with what is at hand is almost an art. Their resilience was a constant lesson in creativity, strength, and hope for me.

6. As you look ahead, what are your goals or hopes for the future in your field?

I am interested in delving deeper into initiatives related to the One Health approach and climate change. The post-pandemic era has made it abundantly clear that human health, animal health, and ecosystem health are inextricably linked. These are not separate spheres, but an interdependent system.

We must promote more sustainable behaviours to protect nature and safeguard our own health and well-being. Funny how taking care of the planet could be the key to taking care of ourselves too…

Did you enjoy this post? Stay tuned for more insightful conversations and expert perspectives in the next installment of our "6 Questions With..." blog post series!