It is time to kill off the extinction message

30 July 2010 | News story

It is time for a new biodiversity message. Futerra's new guide "Branding Biodiversity" is recommended by Frits Hesselink, CEC Special Advisor. What does Futerra recommend? A formula of ‘Love’ + ‘Action’ that will inspire the public to act to conserve biodiversity.

In his blog, The Art of Positive Change, CEC Special Advisor Frits Hesselink writes:

It is time for a new biodiversity message. That is the conclusion of Futerra after working on developing the logo and communication strategy for the International Year of Biodiversity, an information toolkit on Access and Benefit Sharing and many other conservation projects. Futerra has been building up thought leadership on sustainability communications and shares its latest findings in Branding Biodiversity.

A concise manual for campaigners, policy makers and media who are open to radically changing our biodiversity message, in order to radically increase action. Branding Biodiversity challenges communicators to stop talking about extinction and to distil a complex scientific concept into a set of values and promises that appeal to the masses. They reveal the formula of ‘Love’ + ‘Action’ that will inspire the public to act to conserve biodiversity.