KOTA KINABALU, April 14 -- After decades of fighting to protect its sea turtle population, Sabah is shifting from an enforcement-driven approach to a broader strategy focused on changing public behaviour and mindset.

Launching the Marine Turtle Action Plan 2026-2035 and a statewide behavioural change campaign today, State Tourism, Culture and Environment Minister Jafry Arifin stressed that curbing demand for turtle eggs - long considered a delicacy in some communities - is now central to conservation efforts.

"The behavioural change campaign launched today is another crucial component of our efforts. Addressing the consumption of turtle eggs requires a shift in mindset.

"It might take some time, but we need to start now. We need to go ...