aichi biodiversity target 1: communicating biodiversity values · 5/4/2016 · communicating...

Aichi Biodiversity Target 1: Communicating biodiversity values Rob Soutter

WWF International

4 May 2016

4-May-16 / 1

Communicating biodiversity values

Aichi Biodiversity Target 1:

By 2020 at the latest, people are aware of the values of

biodiversity and the steps they can take to conserve and

use it sustainably


Outreach

Campaigns

Partnerships

Opportunities

Toolbox

Photo: © NASA

+25M

+5M

+100

1961

WWF has over 25 million

followers on social media

and messaging app

WWF has over

5 million supporters

WWF is in over

100 countries, on

6 continents

WWF was founded

In 1961

WWF offices

Digital Engagement:

Creating your digital strategy


Campaigns

Focusing effort and resources for

a limited time to achieve a specific

ambitious objective

for a living planet WWF’s 50 years of achievement, our vision and the challenges ahead

Banson 1 June 2011

Conservation impact through Campaigns

Presentation to Company name 4-May-16 / 17


Partnerships x 2

Extending and

strengthening our reach by

working with partners to

address key audiences

«Conservation is not just about saving whales and tigers and rainforests,

and preventing pollution and waste, but is inescapably concerned with

the future conduct, welfare and happiness – and indeed survival – of

mankind on this planet» WWF founder Max Nicholson

Communicating biodiversity values i

Over 1 billion people reached

• Reached 1 in 4 UK households for 6 years

to engage their viewers with the Amazon


Opportunities

Activities already

underway or planned we

can use for biodiversity

Draft Communications Calendar 2016

• 2 Feb – World Wetlands Day

• 3 March – World Wildlife Day

• 19 Mar – Earth Hour

• 21 Mar – World Forests Day

• 22 Mar – World Water Day

• 22 May – World Biodiversity Day

• 5 June World Environment Day

• 1-10 Sep – IUCN Triennial (Hawaii)

• 24 Sep-5 Oct – CITES COP (Jhb)

• 22 Oct – World Food Day

• October: Living Planet Report 2016

• 21 Nov – World Fisheries Day

• 7-18 Nov – UNFCCC COP 22

(Morocco)

• 4-17 Dec – CBD COP (Mexico)

The state of the planet - Biodiversity

Source: WWF, ZSL, 2014

-52%

-

© W

WF

-Canon / M

ick S

tore

y

© W

WF

/ S

heri

f S

couri

© Isaac V

ega / W

WF

-Spain

©

WW

F-C

hin

a

© W

WF

-Indonesia


Education

“The most important duty, if we are to save the Earth, is

to educate.” Sir Peter Scott, WWF founder

«The long term task of environmental education is to

foster or reinforce attitudes and behaviour that respect

the natural environment» World Conservation Strategy

1982

Education is the most powerful tool to change the world,

the late former president of South Africa Nelson Mandela

Communicating biological diversity

«A new ethic, embracing plants and animals as well as people is

required for human societies to live in harmony with the natural world

on which they depend for survival and well-being» World

Conservation Strategy 1982

On 19 March 2016, from skylines…

…to timelines

# TRENDING COUNTRIES:

33

# HASHTAG

IMPRESSIONS

: 2.5

billion+

Media Results: over 14,000 Media Mentions*

*as of 31st March 2016

Pro-bono Ad Placements Across Six Continents

More than 110,000 Events Registered Online


Aichi Biodiversity Target 1:

By 2020 at the latest, people are aware of the values of

biodiversity and the steps they can take to conserve and

use it sustainably


Toolbox of Ideas

• Involve people; use local languages

• Use all available media, backed by poster campaigns and education

• Relate global and national issues to local situations; make familiar

• Encourage people to find their own solutions

• Provide information for key champions eg teachers, labour unions, gvt

officials, politicians

• Provide support to help people turn proposals and ideas into actions

• Involve volunteers, especially youth, in local projects

• Use information centres such as botanic gardens, protected areas,

museums, aquaria, to inform visitors especially school groups

aichi biodiversity target 1: communicating biodiversity values · 5/4/2016 · communicating...

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