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Conservation groups are always challenged with assigning limited resources to interventions they assume will have the most effective impact in addressing threats to their conservation targets. These decisions are often made based on experience and perceived outcomes, rather than evidence. In the past decade, multiple public awareness and proactive law enforcement activities have been initiated in the Congo Republic to address the illegal wildlife trade. This paper presents the challenges faced and lessons learned in shifting from experience to evidence-based program evaluation related to the effectiveness of billboards in informing and inspiring local populations to support positive conservation behavior with regard to great apes., (© 2020 Wiley Periodicals LLC.)