This discussion paper has been created as a follow-up to the RSPB/RIIA meeting on ‘Communicating Biodiversity’, held on 16 December 2003 at Chatham House in London. It has been commissioned by the RSPB and sponsored by UNEP-WCMC.
The paper identifies strategies that could be taken to communicate the importance and urgency of conserving biodiversity – by using a ‘brand-building’ approach.
Its aim is not to prescribe any particular solution, but to explore options, based upon brand insights, rather than formally researched stakeholder auditing.
1. albertpaul68 | 8th November 2010 at 11:03 am
The author discusses branding and whether ‘biodiversity’ is a brand. He does an analysis of biodiversity and potential ways to communicate it, including strategies for bringing cwna dumps in the community, for investing in it, for focusing on the larger story behind it, and for adding values that differentiate it from competing ideas. He examines products that add value, varied channels for communicating about biodiversity, issues and trends impacting the delivery of biodiversity messages, and human needs connected with it. His conclusions present strategies on two paths to message communication: one focused on the individual stakeholder investment and on the individual behaviour “thumbprint”, and the other focused on the larger global audience. A final section describes strategy-to-action planning.