International Year of Biodiversity wins Green Award for 'best campaign'

The IYB has won a Green Award for Best International Campaign. Members of the IUCN Commission on Education and Communication (CEC) played key roles: Laurie Bennett of Futerra led strategy on brand and messaging, Frits Hesselink conducted a global survey on the logo and content, and David Ainsworth of the CBD promoted the campaign.

IYB wins Best International Campaign

Futerra’s work on the brand and messaging for the International Year of Biodiversity has won a Green Award for Best International Campaign.

During 2010, the logo has been used in 146 countries, in 29 languages, by 90 different governments, 21 UN agencies, and over 1000 other organisations. It has also featured on the tail fin of an Airbus A380, sponsored an international football kit, and even made up part of a floral well in the North of England.

In May 2010 Futerra launched its latest piece of thought leadership, Branding Biodiversity. The report challenges communicators to communicate Love not Loss, and to distil a complex scientific concept into a set of values and promises that will radically increase action.

Green Awards press release

The 2010 UN International Year of Biodiversity (IYB) has won the influential Green Award for the Best Green International Campaign. This new award marks the first time that the Green Awards have recognised a global campaign.
The IYB-UK team joined communications agency Futerra, to watch Ahmed Djoghlaf, Executive Secretary for the Convention on Biological Diversity, receive the award on 2 December, at a ceremony which was held in the Central Hall at the Natural History Museum in London. The Award rewards creativity in sustainability and the most effective effort to communicate sustainability and environmental issues to international audiences across more than one country.

The Green Awards judges praised, ‘a very beautiful, well executed and informative campaign. It has helped to mainstream biodiversity from being a very technical and very bureaucratic subject to one of global concern and hope. This logo and message has been very widely seen during 2010 in cultures and languages as diverse as biodiversity itself! Biodiversity is the most overlooked, sustainability issue.’

The goal of the International Year of Biodiversity was to raise awareness of the value of, and the need to conserve biodiversity, and to provide partners across the world with the tools and inspiration to encourage action. The branding and messaging for the year was commissioned by the Convention on Biological Diversity,  created by Futerra and rolled out by key catalyst organisations around the world like the Natural History Museum, secretariat for the UK partnership for IYB (IYB-UK).

The International Year of Biodiversity runs until the end of 2010, and so far the logo and core messaging have been adopted in 146 countries, and in 29 languages, and has been seen by millions of people from Brazil to Britain, Georgia to Japan.
In Britain over 450 organisations, including ENGOs, faith groups, academia, arts/cultural organisations and government joined the IYB-UK partnership, co-ordinated from the Museum, to support the International Year during 2010. 

One of the key events during IYB in the UK, the first Global Business of Biodiversity symposium at the Excel Centre directed by John Brown with support from IYB-UK was also nominated for a Green Award in the category of Best Green Event Award (Shows/Exhibitions), but the Award was won by another iyb-uk partner, the National Trust, for their ‘A Plant in Time – a touring exhibition’. 

The evening began with Sir David Attenborough CBE receiving the first ever Green Lifetime Achievement Award, accompanied by a standing ovation from the audience, for his outstanding contribution to promoting biodiversity to the public. 

IUCN CEC is the International Union for Conservation of Nature's Commission on Education and Communication:


Work area: 
Protected Areas
Social Policy
Environmental Law
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