The Communications Campaign for 2010: Discovery and realization
Talking about biodiversity isn’t easy. It is a complex, scientific subject that encompasses everything and everyone. However, biodiversity is also an inspiring and exciting story – it is the story of life and the systems that sustain it.
If we want to motivate people around the world to take action to safeguard biodiversity, we need to help them discover the amazing connections between themselves and the world around them, and then realize the consequences of biodiversity loss as well as the huge benefits we will all share if we conserve and use it sustainably.
Excitement, opportunity, optimism, urgency
This is a real challenge, and we need to get our communications just right in order to succeed. It is vital that our communications...
around the discovery that people are part of nature and intertwined with biodiversity.
...highlight the huge opportunity
we are presented with, to safeguard biodiversity and create better lives for us all.
...create a strong sense of optimism
that it’s not too late to act, and that together we can make a huge difference.
...are honest about the urgency
of the challenge. Now is the time for action.
What our messages do
Our messages are designed to lay the foundations for your call to action. They aim to do this by following these objectives:
- Remove the perception that people are disconnected from biodiversity.
- Raise awareness of the threats of biodiversity loss and the benefits of safeguarding it.
- Promote a sense of urgency for action to halt the loss of biodiversity, and encourage people to act now.
What your messages need to do
Using the International Year of Biodiversity 2010 messages as a foundation, your messages should do the following:
- Urge your target audiences to take action.
- Provide a list of specific actions they can take to safeguard biodiversity in your area.
- Provide guidance for how to take action.
The table below outlines the 4 different types of message provided by the International Year of Biodiversity 2010, and the one that your organization will need to provide. It also describes the purpose of each of these message types for your communications.
||The ‘hook’ Designed to grab attention and leave people wanting to know what this is all about.
||The ‘what’ Deliver the core messages for the International Year of Biodiversity 2010.
||The ‘why’ Expansion and combination of the discoveries that provides a short overview and rationale for the International Year of Biodiversity 2010.
||The ‘why’ The story behind biodiversity and the International Year of Biodiversity 2010
|Call to Action
||The ‘how’ Specific calls to action, to be added by you.
Where to use these messages
The table below outlines which messages you should be using and when, on the range of different promotional methods available.
Integrating your own messages
The International Year of Biodiversity is about your activities, campaigns and efforts to save biodiversity. Our messages create an important foundation, and we want to encourage you to use these as the introduction to your own activities.
It is important that at all times your messaging remains simple and concise. It should also maintain the sense of discovery, wonder and urgency that the campaign messages are based on. You do not have to clear these messages with the Secretariat of the Convention on Biological Diversity, but the Secretariat would appreciate receiving copies of any information material that you produce.
Your own action messages should:
- Offer stakeholders practical actions they can do to help support your campaign.
- Promote the activities and issues that are central to your campaign, mission or event.
- Provide specific examples of:
||- Ecosystem services that are directly relevant to your area and that your stakeholders will be familiar with.
||- Success stories from your area. These might include the conservation and sustainable use of biodiversity, or the equitable sharing of benefits from the use of the genetic resources of our world.
Frequently Asked Questions
Can I translate this into a local language?
Yes. We want the International Year of Biodiversity messages to reach as many people as possible, so all partners are encouraged to translate the International Year of Biodiversity messages into local languages. Once translated, please send a copy to the Secretariat.
Can I make adjustments to the messages?
We discourage people from making adjustments to the messages, unless it is absolutely necessary for translation into local languages. The messages were designed to clearly communicate the aims of the International Year of Biodiversity, and changing them could cause confusion. If you feel you need to make adjustments, think about creating your own “action” messages, which we describe in the section on integrating your own messages (above).
The message doesn’t say anything specific about marine ecosystems, what do I do?
The message is designed to provide clear communications to the world about the International Year of Biodiversity. We encourage you to integrate your own actions relevant to your organization’s specific ecosystems or issues. For example, you can add additional messages and actions into your own brochure after the main messages are transmitted.