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The global wildlife trade is increasingly a threat to biodiversity and public health. Reducing demand for wildlife products and engaging individuals in civic actions for wildlife conservation is key to combating the unsustainable trade and transforming the current practices. Past research in diffusion of innovations suggests that messaging should use audience segmentation to target members of the intended groups and spread pro-environmental behaviors through their social networks across populations. However, there is a lack of understanding about how conservation messages may appeal to certain segments of the population and promote different types of actions in each. The current study uses a randomized control trial to investigate the effectiveness of messaging for promoting three types of actions (i.e., avoiding wildlife entertainment visitation, signing a petition, and volunteering for a conservation campaign) across four self-identified segments. We will use comic-style visual narratives to communicate (1) the consequences of the exotic pet trade, (2) the need for system change to tackle the exotic pet trade, and (3) neutral information about wild animals as a control condition. Our measures include intentions to avoid wildlife entertainment and click-through behaviors on call to action. We will analyze how participants’ intentions and behaviors in each segment differ in response to three types of messaging.