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Communicating Biodiversity Bringing Science to Life Keith Wheeler Chair, IUCN Commission on Education and Communication (C...
<ul><li>Commission on Education and Communication (CEC) global volunteer network, more than 700 members </li></ul><ul><li>...
<ul><li>The Opportunity: making biodiversity science relevant to the public,  Frits Hesselink </li></ul><ul><li>The New me...
The Opportunity:  making biodiversity science relevant to the public CEC side event on CEPA Frits Hesselink Nagoya, 20 Oct...
The Conservation challenge <ul><li>Biodiversity is the basis of our life, economy…. </li></ul><ul><li>Unprecedent loss of ...
The communication challenge <ul><li>Focus on written media and scientific content </li></ul><ul><li>Messaging:  “Here are ...
We don’t need more research, we need better PR! <ul><li>Facts only speak for themselves when you talk to your peers or stu...
Recent findings of APA research <ul><li>Uncertainty reduces frequency of green behavior </li></ul><ul><li>People don’t bel...
How to better inform the public? <ul><li>Arouse interest by touching people </li></ul><ul><li>Words have literal meanings ...
3 Recommendations for CBD <ul><li>CAPACITY: Make a substantial investment – comparable with that in BD research - in build...
Branding Biodiversity Laurie Bennett CEC Side Event Nagoya 2010
 
 
 
 
<ul><li>I resent the creation of a world in which beauty is a reminder of what we’re losing, rather than a celebration of ...
 
Banksy save or delete Save or delete?
 
 
 
 
 
 
 
 
 
 
 
thank you [email_address]
Worldwide Celebrations  More than 1000 events in 147 countries,  and counting...
Japan France
Canada Belgium
European Union
From Egypt to Saudi Arabia…
Algeria, Cameroon, Ghana and Ivory Coast
Cambodia, Indonesia, the Philippines and Thailand
Websites
www.facebook.com/iyb2010
377 Official Partners have organised more than 1000 IYB activities
Biodiversity is life Biodiversity is our life IYB logo has been translated into: Malay Basque Calatan Croatian Dutch Germa...
For more information on the International Year of Biodiversity  [email_address] www.cbd.int/2010 www.facebook.com/iyb2010
WORKING WITH THE CEC :  BRINGING CAMPAIGNS TO LIFE CEC side event on CEPA Florence CLAP  French Committee of IUCN and  CEC...
The IUCN french Committee <ul><li>unique partnership  : 2 ministries +  13 public organisations + 40 NGO +  more 250 volun...
Presentation of the french CEC <ul><li>40 organization . Presidency and CEC National Activator ensured by the Nicolas Hulo...
A French campaign  to raise awareness about the importance of biodiversity  Biodiversity is my nature :  www.LaBiodiversit...
<ul><li>Mission of CEC  = Tool to  meet the challenge lauched by the UN (IYB) </li></ul><ul><li>Objective  =  strengthen t...
THE CAMPAIGN TOOLS <ul><li>2 major inputs  : </li></ul><ul><ul><li>A  public appeal  for solidarity  around biodiversity <...
 
<ul><ul><li>Creation of a website :  </li></ul></ul><ul><ul><li>Sign the appeal on the website  </li></ul></ul><ul><ul><li...
 
<ul><li>Find  strong ambassadors of biodiversity  already known by the global public, to do their portrait </li></ul><ul><...
THANK YOU FOR YOUR ATTENTION
<ul><li>Questions, comments? </li></ul>
<ul><li>Thank you </li></ul><ul><li>For more information on IUCN CEC: </li></ul><ul><li>CEC Booth CEPA Fair </li></ul><ul>...
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Communicating biodiversity iucn cec slideshow

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Communicating Biodiversity: Bringing Science to Life presentation made at the CEC side event of the CBD COP 10 in Nagoya, Japan 20th October 2010.

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  • Thought leadership
  • Celebrations are being held around the world. On our International Year of Biodiversity website you can see where activities are taking place and you can zoom in and find out more.
  • Japan: &apos;Doodle 4 Google&apos; is the design contest and the theme for this year is &amp;quot;Biodiversity&apos;. The IYB logo was placed on the brochure which will be distributed to all elementary, junior high and high schools in Japan. http://www.google.co.jp/doodle4google/info.html France: Awareness campaign organized by 6 NGO in France ONG (Comité Français de l’UICN, FNH, FNE, Ligue ROC, LPO et WWF‐France) – 20,000 have signed the “ L&apos;appel citoyen” to spread message “La biodiversité c’est ma nature” and the protection of the biodiversity at different levels of the society. http://www.labiodiversitecestmanature.org/
  • David Without Borders: For 12 months, in 2010, the explorers David Aimé and David Fabrega will travel around the world with a High Definition camera in order to gather the most current information from local entrepreneurs, scientists, and communities on biodiversity inspired projects. http://www.davidwithoutborders.com 366 Gestes pour la Biodiversité: A series of books and screensavers to discover or rediscover amusing, creative and educational advice and ideas to protect our global biodiversity. http://www.sciencesnaturelles.be/active/biodiv2010/biodiv2010_site/366tips/index_html/document_view
  • Biodiversity We Are All In This Together: An EU campaign to inform about biodiversity and to get people actively engaged in preserving and restoring it. Almost 20,000 people have already &amp;quot;biodiversified&amp;quot; themselves on their Facebook page. http://ec.europa.eu/environment/biodiversity/campaign/index.htm YouPEC 201: 150 young Europeans from 35 different European countries came together in Geel (Belgium) to learn and exchange knowledge and experience about biodiversity. http://www.youpec2010.eu
  • The Sinai Expedition: In celebration of the International Year of Biodiversity 2010, members of the NGO Response Ability Alliance have decided to embark in a 32 day expedition (370 km) from the Gulf of Suez, across the Sinai Desert, to and below the Gulf of Aqaba - supported by 7 Bedouins, 14 camels and a dog named: Mangool. The main goal of this expedition was to reveal the impact of biodiversity in the region as well as the impact of climate change on animals such as camels. http://www.responseabilityalliance.com/html/what_we_do.html
  • The UNEP-PUMA ‘Play for Life’ campaign will support the International Year of Biodiversity by: - Raising awareness worldwide about biodiversity and the International Year of Biodiversity among football fans and the general public during football events including the African Nations Cup and international friendly games - Raising awareness through Public Service Announcements featuring football stars -  Encouraging the public to take action to conserve biodiversity Raising funds through the Africa Unity Kit and other PUMA Unity football products under the Yellow “life” label to support biodiversity projects in Africa. http://vision.puma.com/us/en/2010/01/puma-and-unep-announce-strategic-partnership-to-support-the-2010-international-year-of-biodiversity/
  • The festival is the largest event of its kind in the world taking place from November 16 - 30, 2010 in Cambodia, Laos, Indonesia, Thailand and the Philippines. Organized by: Goethe-Institut http://www.goethe.de/ins/th/prj/wif/enindex.htm
  • More: Act4nature, Australia http://www.act4nature.org.au/ Biodiversity is life, IYB – UK http://www.biodiversityislife.net/ Korean website for the International Year of Biodiversity http://www.biodiversity2010.net/ Finnish Clearing-House Mechanism of the Convention on Biological Diversity http://www.ymparisto.fi/ Website for the International Year of Biodiversity in Belgium http://www.biodiv2010.be/ International Day of Biological Diversity website, Germany (GTZ) http://www.biodiversity-day.info/ Biotrix Brazil http://www.biotrix.com.br/principal.html New Zealand&apos;s Website for the International Year of Biodiversity http://www.doc.govt.nz/getting-involved/events-and-awards/international-year-of-biodiversity/ EU campaign http://ec.europa.eu/environment/biodiversity/campaign/index.htm Biodiversidad española // Biodiversity Foundation - Spain http://www.fundacion-biodiversidad.es/
  • The International Year of Biodiversity is about sharing stories of successes and hopes for preserving biodiversity. It is about giving the community of biodiversity practitioners a place to exchange ideas and grow. To assist in this, we have create a facebook fan page for the International Year of Biodiversity. So far, it has gathered over 44,000 members, who regularly post on the wall. They exchange important websites, tell others about their biodiversity activities and ask for or provide inspiring stories about their work with the natural world. I encourage all of you to sign up to become a member. Highlights: Factsheet: 512 Likes – More than 40 comments Edward Norton, Giselle Bündchen, MISIA United Nations Goodwill Ambassadors for Biodiversity videos IYB-Logo photos around the world Daily Posts not only in English Number of fans (10/12/2010): UNEP: 13,551; UNESCO: 11,469; UN 11,211 (non official); UNICEF: 412,682; UN University – Ourworld 2.0 magazine: 1,699; Greening the Blue: 690.
  • The International Year of Biodiversity is a platform for our partners and the Secretariat is pleased to see the tremendous response from around the world. To date we have over 160 partners at the global level. Some of these partners are featured on this slide.
  • An important part of the year is its branding – the logo of the International Year of Biodiversity is there for people to use and add to all their products. The logo is done in the colour of the Convention on Biological Diversity and has representations of ecosystem services, of species and the important relationship of humans of all generations to our environment. You are free to use the logo for information purposes. Please write to the secretariat and fill out the waiver form and you can make use of it in your events, information materials and other uses. Commercial use is possible, but requires some more information regarding your proposed uses.
  • Please contact us with any questions or simply to tell us about your events. This year is yours – please seize the opportunity that we have. Thank you.
  • Created in 1992, the IUCN French Committee is the network of organisations and experts of the International Union for Conservation of Nature in France. This democratic membership union is a unique partnership, bringing together 2 ministries, 13 public organisations, 40 non-governmental organisations, and more than two hundred fifty voluntary scientists and experts, who meet in specialised commissions and working groups . Due to its mixed composition, the IUCN French Committee provides a unique platform for dialogue and expertise on biodiversity issues , which also involves local authorities and private companies. The IUCN French Committee has two main missions : to respond to biodiversity issues in France, and to promote French expertise internationally. In order to fulfil its two missions, the IUCN French Committee has set up 7 programmes devoted to biodiversity policies, protected areas, species, ecosystem management, environmental education and communication, overseas territories and international actions. Their implementation depends on the active involvement of its member organisations, experts and partners in 5 commissions and 8 working groups. The IUCN French Committee carries out assessments, formulates concrete recommendations and manages projects to develop new policies, knowledge, and actions in favour of biodiversity conservation.
  • * Présidée par Cécile OSTRIA, Directrice de la Fondation Nicolas Hulot. Il y a à la fois : le ministère de l’écologie, des établissements publics comme le MNHN ou le Conservatoire du littoral, et des associations diverses (d’éducation à l’environnement, mais aussi de gestionnaires d’aires protégées, des fondations d’entreprises,…) * sa vocation est un lieu d&apos;échanges sur les questions de biodiversité et éducation, communication, sensibilisation mais aussi un lieu où on propose des recommandations aux acteurs publics et privés et ou encore on participe à ou on organise des manifestations en lien avec la thématique * les travaux de la commission : initiative de la fête de la nature en France et déploiement en Europe recommandations auprès du gouvernement français pour la mise en œuvre d’un plan d’action CEPA au sein de la SNB pur répondre à la CDB lancement de la campagne « la biodiversité c’est ma nature » pour répondre aux enjeux de l’AIB
  • A french campaing to raise awareness about biodiversity because we believe that We have the means to act, collectively and individually, to conserve biodiversity.
  • « Le grand public, c’est clair, a un pouvoir de décision et de pression auprès des politiques et du secteur privé, mais pour que cela soit efficace, il faut qu’il soit informé, sensibilisé, qu’il comprenne les enjeux ». Outil pour répondre au défi lancé par l’ONU dans le cadre de l’AIB, objectif était de répondre à la 1 er mission lancée par cette AIB OBJ, pourquoi ? point fort  : Renforcer la prise de conscience du grand public sur l’importance de sauvegarder la biodiversité ainsi que sur les menaces qui pèsent sur elle. point fort : C’est la première campagne de sensibilisation grand public sur la biodiv qui associe les grandes assos françaises membres «  campagne multiONG ». IUCN French National Committee, Nicolas Hulot Foundation for Nature and Humankind, France Nature Environment, LPO League for the Protection of Birds, ROC League and WWF-France
  • 2. In order to answer the question “what’s your nature?” in visual terms, the campaign relies on “ biodiversity portrait” The campaing aims to be attractive, creative and above all participatory. . faire sentir aux participants le lien fort qu’ils ont avec la nature, restaurer notre sentiment d’appartenance à la nature, nous faisons parti de la biodiversité – approche basée sur le lien Homme/nature, aspect participatif =
  • 1. Everyone is invited to read and sign the public appeal, on the campaign’s website 2. How to make is portrait ? A biodiversity portrait is first of all a popular expression linked to biodiversity: are you “ oeil de lynx [sharpsighted as a lynx] », «  fort comme un boeuf [strong as an ox] », or “gentle as a lamb” etc. are just some of the French expressions associated with the corresponding pictures of animals and plants. Once you have chosen an expression, simply upload your photo onto the website. It will automatically appear next to the plant or animal that illustrates the expression (see portraits below). 3. To go further, the website provides information on biodiversity and suggests actions that we can take in our everyday lives, which will help to conserve it.
  • By creating your biodiversity portrait, you are illustrating, in a fun and creative way, how we are linked to biodiversity.
  • 1. Several well-known figures have already pledged their support! Actors, sportsmen and women, singers, etc . 2. A series of press advertisements, with their personalized biodiversity portrait, have been produced as part of this campaign and made available to all the media that want to use them… : 3. mobilisation sur les réseaux sociaux : créer un communauté autour de la campagne – f,t 4. actions de terrain : campagne adaptée au terrain –s’appuyer sur festival   5. mobilisation des compétences et des réseaux des 6 partenaires ONG : tout seuls on n’aurait pas pu PAS de points faibles difficile à travers une même campagne de toucher des publics différents : militants écolo X citoyen relancer perpétuellement des nouveautés (tous les mois par exemple) sur l’année
  • Transcript of "Communicating biodiversity iucn cec slideshow"

    1. 1. Communicating Biodiversity Bringing Science to Life Keith Wheeler Chair, IUCN Commission on Education and Communication (CEC)
    2. 2. <ul><li>Commission on Education and Communication (CEC) global volunteer network, more than 700 members </li></ul><ul><li>Driving change for the co-creation of sustainable solutions through strategic communication, learning and knowledge management in IUCN and the wider conservation community. </li></ul>
    3. 3. <ul><li>The Opportunity: making biodiversity science relevant to the public, Frits Hesselink </li></ul><ul><li>The New message: Branding Biodiversity for the public and policy makers, Laurie Bennett </li></ul><ul><li>In Practice: Driving action globally (IYB), David Ainsworth </li></ul><ul><li>Working with the CEC: Bringing campaigns to life, Florence Clap </li></ul><ul><li>Plenary questions to panel and closing remarks </li></ul>
    4. 4. The Opportunity: making biodiversity science relevant to the public CEC side event on CEPA Frits Hesselink Nagoya, 20 October 2010
    5. 5. The Conservation challenge <ul><li>Biodiversity is the basis of our life, economy…. </li></ul><ul><li>Unprecedent loss of species and ecosystems…. </li></ul><ul><li>Urgency for real action by politicians, business and the public…. </li></ul><ul><li>Too much noise of other messages…. </li></ul><ul><li>Financial crisis and Climate Change get all the attention…. </li></ul><ul><li>Private sector, politicians don’t see the economic value…. </li></ul><ul><li>We need more research…… </li></ul>
    6. 6. The communication challenge <ul><li>Focus on written media and scientific content </li></ul><ul><li>Messaging: “Here are our findings, read it and believe it!” </li></ul><ul><li>Resistance against ‘spin’ & contempt for lighthearted fun of communication </li></ul><ul><li>No attention for the role of communication in transition and change processes </li></ul><ul><li>Scientists want to control every detail of messaging in a campaign, even against the advice of advertizers or marketeers </li></ul>
    7. 7. We don’t need more research, we need better PR! <ul><li>Facts only speak for themselves when you talk to your peers or students </li></ul><ul><li>Scientists do not realize that they have to make their case to non-scientists </li></ul><ul><li>Only a few non-scientists have an interest in biodiversity, the overwhelming majority not </li></ul><ul><li>PhD is not a guarantee for credibility: people only belief someone they know or someone they like </li></ul><ul><li>Majority of people only take in ‘substance ‘ after you arouse them in ‘heart-guts-loins’ </li></ul>
    8. 8. Recent findings of APA research <ul><li>Uncertainty reduces frequency of green behavior </li></ul><ul><li>People don’t believe risk messages of scientists </li></ul><ul><li>People don’t believe their actions really matter </li></ul><ul><li>People believe changes can be made later </li></ul><ul><li>Habits are extremely resistant against change </li></ul>
    9. 9. How to better inform the public? <ul><li>Arouse interest by touching people </li></ul><ul><li>Words have literal meanings and associative connotations </li></ul><ul><li>Don’t try to be complete, be simple and personal </li></ul><ul><li>Use compelling stories that illustrate substance </li></ul><ul><li>Use senders with ‘appeal’ </li></ul><ul><li>PR, style, presentation do really matter </li></ul>
    10. 10. 3 Recommendations for CBD <ul><li>CAPACITY: Make a substantial investment – comparable with that in BD research - in building CEPA capacity among Parties </li></ul><ul><li>INTEGRATION: Integrate communication expertise and capacity in BD research, conservation and policy initiatives right from the inception phase </li></ul><ul><li>TRUST: After a briefing on the science, give the final say to communication experts to plan communication strategies, formulate biodiversity messages and carry out campaigns. </li></ul>
    11. 11. Branding Biodiversity Laurie Bennett CEC Side Event Nagoya 2010
    12. 16. <ul><li>I resent the creation of a world in which beauty is a reminder of what we’re losing, rather than a celebration of what we’ve got. </li></ul><ul><li>- Ben Elton </li></ul>
    13. 18. Banksy save or delete Save or delete?
    14. 24.
    15. 31. thank you [email_address]
    16. 32. Worldwide Celebrations More than 1000 events in 147 countries, and counting...
    17. 33. Japan France
    18. 34. Canada Belgium
    19. 35. European Union
    20. 36. From Egypt to Saudi Arabia…
    21. 37. Algeria, Cameroon, Ghana and Ivory Coast
    22. 38. Cambodia, Indonesia, the Philippines and Thailand
    23. 39. Websites
    24. 40. www.facebook.com/iyb2010
    25. 41. 377 Official Partners have organised more than 1000 IYB activities
    26. 42. Biodiversity is life Biodiversity is our life IYB logo has been translated into: Malay Basque Calatan Croatian Dutch German Greek Hindi Hungarian Italian Japanese Korean Maldivian Maori Norwegian Persian Portuguese Polish Romanian Slovak Slovene Swedish Turkish Urdu Traditional Chinese
    27. 43. For more information on the International Year of Biodiversity [email_address] www.cbd.int/2010 www.facebook.com/iyb2010
    28. 44. WORKING WITH THE CEC : BRINGING CAMPAIGNS TO LIFE CEC side event on CEPA Florence CLAP French Committee of IUCN and CEC member Nagoya, 20 October 2010
    29. 45. The IUCN french Committee <ul><li>unique partnership : 2 ministries + 13 public organisations + 40 NGO + more 250 voluntary scientists and experts </li></ul><ul><li>unique platform for dialogue and expertise , with local authorities and private companies. </li></ul><ul><li>2 main missions : to respond to biodiversity issues in France + to promote French expertise at international level </li></ul><ul><li>7 programmes : biodiversity policies, protected areas, species, ecosystem management, education & communication, overseas, and international actions. </li></ul><ul><li>=> assessments, recommendation, management of projects to develop new policies, knowledge, for biodiversity . </li></ul>
    30. 46. Presentation of the french CEC <ul><li>40 organization . Presidency and CEC National Activator ensured by the Nicolas Hulot Fondation. </li></ul><ul><li>undertakes actions to promote education and raise awareness about biodiversity, in order to enable behaviours, actions and policies to evolve . </li></ul><ul><li>work of the CEC : </li></ul><ul><ul><li>national, festive event : “ la Fête de la Nature ” (Festival of nature). </li></ul></ul><ul><ul><li>national action plan specific on CEPA </li></ul></ul><ul><ul><li>IYB => public appeal and a campaign called: “Biodiversity is my nature” . </li></ul></ul>
    31. 47. A French campaign to raise awareness about the importance of biodiversity Biodiversity is my nature : www.LaBiodiversiteCestMaNature.org
    32. 48. <ul><li>Mission of CEC = Tool to meet the challenge lauched by the UN (IYB) </li></ul><ul><li>Objective = strengthen the awareness of the global public on the importance of preserving biodiversity and the threats facing it. </li></ul><ul><li>Target = global public ( private sector and local authorities as well) </li></ul><ul><li>=> Campaign developed and animated by the French committee and 5 NGO members of IUCN .  </li></ul><ul><li>First time that NGO’s allies </li></ul><ul><li>to conduct a public awareness campaign on biodiversity. </li></ul>HOW TO BRING CAMPAIGNS TO LIFE ?
    33. 49. THE CAMPAIGN TOOLS <ul><li>2 major inputs : </li></ul><ul><ul><li>A public appeal for solidarity around biodiversity </li></ul></ul><ul><ul><li>A campaign to raise awareness : What’s your nature? : biodiversity portraits </li></ul></ul><ul><ul><ul><li>I nnovative </li></ul></ul></ul><ul><ul><ul><li>Attractive maner </li></ul></ul></ul>HOW TO BRING CAMPAIGNS TO LIFE ?
    34. 51. <ul><ul><li>Creation of a website : </li></ul></ul><ul><ul><li>Sign the appeal on the website </li></ul></ul><ul><ul><li>Create your own biodiversity portrait </li></ul></ul><ul><ul><li>and share it on the Facebook fan page </li></ul></ul><ul><ul><li>3. Learn about what is biodiversity   => pamphlet  </li></ul></ul><ul><ul><ul><ul><ul><li>&quot;Each of us can work to his level. Saving biodiversity requires effort from all of us.” </li></ul></ul></ul></ul></ul>IMPLEMENTATION OF THE CAMPAIGN HOW TO BRING CAMPAIGNS TO LIFE ?
    35. 53. <ul><li>Find strong ambassadors of biodiversity already known by the global public, to do their portrait </li></ul><ul><li>Find media partnership </li></ul><ul><li>Strong mobilization on social networks : creating a community around the campaign </li></ul><ul><li>Strong field actions : campaign tailored to local pressing festival </li></ul><ul><li>Strong mobilization skills and networks of partner NGOs </li></ul>HOW TO BRING CAMPAIGNS TO LIFE ? HOW TO BRING THE CAMPAING TO LIFE ?
    36. 54. THANK YOU FOR YOUR ATTENTION
    37. 55. <ul><li>Questions, comments? </li></ul>
    38. 56. <ul><li>Thank you </li></ul><ul><li>For more information on IUCN CEC: </li></ul><ul><li>CEC Booth CEPA Fair </li></ul><ul><li>IUCN Stand </li></ul><ul><li>www.iucn.org/cec </li></ul><ul><li>[email_address] </li></ul>
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