Internet notebook about my work: deep listening to facilitate positive change


Tuesday, 23 August 2011

Communicating forests

To communicate forests in a meaningful way one has to tailor the messages, their language and the media to each different audience. In general we need to appeal to positive emotions when addressing the general public and provide them with a clear action perspective. Only when addressing policy makers and the private sector we can use more rational arguments of costs and benefits. However we need to tell each audience always clearly what they can do tomorrow to contribute. This means careful target group research. Surch research always implies further segmentation of the audience. For a campaign towards whe general public we can need to look at different segments, e.g.:

A local villager looks at the forest and may think of fruits, nuts, fodder, meat; he can be more careful to use resources sustainably.
A traveler looks at a forest and may think of the shadow of the trees to rest under; he can contribute by being careful with fire.
A teenager looks at a forest and may think of the excitement of an adventure tour; they can contribute by not disturbing wildlife.
A married couple looks at a forest and may think of their first kiss there; they can contribute by joining a conservation group.
A young kid looks at a forest and may think what an amazing experience; he can contribute by learning more about nature.

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