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Aichi Biodiversity Target 1: Communicating biodiversity values Rob Soutter
WWF International
4 May 2016
4-May-16 / 1
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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
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Communicating biodiversity values
Outreach
Campaigns
Partnerships
Opportunities
Toolbox
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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
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WWF offices
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Digital Engagement:
Creating your digital strategy
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Communicating biodiversity values
Campaigns
Focusing effort and resources for
a limited time to achieve a specific
ambitious objective
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for a living planet WWF’s 50 years of achievement, our vision and the challenges ahead
Banson 1 June 2011
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Conservation impact through Campaigns
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Presentation to Company name 4-May-16 / 17
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Presentation to Company name 4-May-16 / 18
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Presentation to Company name 4-May-16 / 19
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Presentation to Company name 4-May-16 / 20
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Communicating biodiversity values
Partnerships x 2
Extending and
strengthening our reach by
working with partners to
address key audiences
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«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
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Communicating biodiversity values i
Over 1 billion people reached
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• Reached 1 in 4 UK households for 6 years
to engage their viewers with the Amazon
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Communicating biodiversity values
Opportunities
Activities already
underway or planned we
can use for biodiversity
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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)
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The state of the planet - Biodiversity
Source: WWF, ZSL, 2014
-52%
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WW
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© W
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Communicating biodiversity values
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
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Communicating biological diversity
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Communicating biodiversity values
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«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
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On 19 March 2016, from skylines…
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…to timelines
# TRENDING COUNTRIES:
33
# HASHTAG
IMPRESSIONS
: 2.5
billion+
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Media Results: over 14,000 Media Mentions*
*as of 31st March 2016
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Pro-bono Ad Placements Across Six Continents
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More than 110,000 Events Registered Online
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43
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© A
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Belo
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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
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Communicating biodiversity values
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
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© F
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Thank you