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WAZA project fro DOB
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Decade on Biodiversity project
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Main idea:
• to create a campaign strategy and framework. Based on
research, including member input, design a member-driven
awareness campaign that is directed by WAZA but is put
into action in each WAZA institution located throughout the
world.
• Provide WAZA’s members the opportunity to use unified
messages and communication tools to help the public better
understand what biodiversity means and why it is critical to the
wellbeing of the natural world and to people everywhere.
Decade on Biodiversity project
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Objectives of the project
• Strengthen the capacity of WAZA members to communicate about
their conservation role and efforts
• Raise public awareness and inspire people to protect the natural
world by taking action that helps conserve biodiversity globally
• Help zoos and aquariums to accomplish this through education
programmes
• Provide support for in-zoo and in-aquarium fundraising for
conservation.
• Provide support for enhancing understanding and concrete
environmental action, from personal style changes to national
environmental politics.
Decade on Biodiversity project
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The main message
• Decade on Biodiversity message: “Living in harmony with nature”
• WAZA message for the Decade on Biodiversity: Zoos and aquariums
are a major player in species conservation and in nature conservation
in general. Help us to save nature.
The target audiences
• Zoo and aquarium visitors around the world (more than 700 million
visitors annually). Families with children who visit a zoo on a weekend
or holiday
• WAZA members (institutions): the zoo educators/communicators but
also marketing people of the zoo
All targets are from all over the world.
Decade on Biodiversity project
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Tone of the communication
Simple, clear, educative but not moralising. The message should be
adaptable to many different languages.
Existing guidelines
• Convention on Biological Diversity guidelines: Decade on
Biodiversity logo
• WAZA guidelines (see attached doc)
Decade on Biodiversity project
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Different tools around one
message:
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Key visuals
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Key visuals
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Key visuals
Examples of adaptation in French
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Key visuals
Examples of adaptation in Spanish
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The film
3 different formats will be developed:
• 3 min introductory film : to be shown at the entrance of zoos and
aquariums, in restaurant areas, and also available on their websites
• 13 min educational film: for use by educators and teachers with
school groups, or as an introduction to educational programmes or
days
• 30 sec public service announcement
+ a 2 second “pack shot” for the members to add their logo and website
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Film
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Film
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Film
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The Application
An application for mobile devices will be developed:
• This application is planned to be compatible with the most common
smart phones and tablet systems.
• The main focus of the app is taking action for biodiversity. By
searching for an animal you can find out about actions zoos are
taking to support this animal and also actions each individual can
take to help this species. You will access the animal pages through a
QR code system. Once the animal has been identified, there will be
two tabs:
− one looking at the actions zoos are doing to help that animal
− and the other one presenting actions the user can take (in
its everyday life) to help this species.
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Application
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Application
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Games
In parallel to the mobile application games will be available
These games will be:
• age specific
• pedagogical
• interactive
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Social media
It will be focused on:
• positive messages aimed at inspiring people to take action;
• encouraging visitors to share with their network what they have done
to support biodiversity.
• it will also interlink with existing communication strategies of WAZA
members
• Designed to be sustainable
Social media channels (Potential):
• YouTube
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Promotional goodies
The campaign visual can also be used by our members for any other
promotional items
Markus Gusset, PhD Conservation Officer & International Studbook Coordinator
A Global Evaluation of Biodiversity Literacy in Zoo and Aquarium Visitors
WAZA official partner of United Nations Convention on Biological Diversity (CBD) during Decade on Biodiversity 2011–2020
UN Decade on Biodiversity
United Nations Strategic Plan for Biodiversity 2011–2020 Target 1: “By 2020, at the latest, people are aware of the values of biodiversity and the steps they can take to conserve and use it sustainably.”
Aichi Biodiversity Targets
contribution to achieve Aichi Biodiversity Target 1 effectively complement existing educational materials develop tools for raising awareness about biodiversity in zoo and aquarium visitors worldwide tools focus on global issues and personal engagement
Global Awareness-raising Project
project accompanied by global evaluation of knowledge about and perception of biodiversity in zoo and aquarium visitors assess effectiveness of tools developed for awareness-raising large-scale evaluation of zoos and aquariums as education centres mostly lacking needed by CBD with regard to achieving Aichi Biodiversity Target 1
Biodiversity Literacy Evaluation
Andrew Moss (Chester Zoo), Eric Jensen (University of Warwick) and Markus Gusset (WAZA Executive Office) international peer reviewers 38 zoos and aquariums across the globe
Participants
Participants
red: project and visitor survey / yellow: visitor survey
pre- and post-visit surveys in 2012/2013 and 2014/2015 (i.e. before and after exposure to awareness-raising tools to be produced) target sample size: 300 respondents (matched pre- and post-visit survey forms) for each participating institution measure current (2012/2013) and change in (2014/2015) biodiversity awareness among zoo and aquarium visitors worldwide measure current (2012/2013) and change in (2014/2015) action taken for biodiversity by zoo and aquarium visitors worldwide measure awareness of newly developed tools (2014/2015) for raising awareness about biodiversity in zoo and aquarium visitors worldwide
Procedure
Pre-visit Survey Form
Post-visit Survey Form
November 2012 – April 2013: initial pre- and post-visit survey September 2013: first results expected November 2014 – April 2015: follow-up pre- and post-visit survey September 2015: final results expected
Roadmap