How to NOT get ahead in advertising – what many conservation NGOs are doing w...Chris Parsons
It is a truth universally acknowledged (and well-studied), that the general public often knows little about the conservation status of species or habitats. This demonstrates that school systems, NGOs and Government Agencies are currently not effective enough at outreach and engagement. Several NGOs have large memberships, which could be a major lobbying tool or the basis for major shifts in public behavior (e.g. the RSPB in the UK has more members than all the political parties combined). However, NGO materials to the general public are often geared towards recruiting members or funds, rather actually educating the masses or eliciting more sweeping pro-conservation behavioral changes. NGOs, like the majority of scientists, often cling to the “deficit” model: that simply providing information will lead to societal change. This is clearly not the case. What informational outreach materials there are often “passive” (e.g. mailed letters, web-based fact sheets), rather than “active” outreach. Some NGOs have developed social media campaigns, which are more active, but typical social media campaigns, such as online petitions, which have little long-term impact. Many people believe they have “done their bit” if they simply share materials (known as “slacktivism”). Conservation NGOs (and agencies) need to think beyond passive methods of education and stop using their marketing departments purely for fundraising. Learning from product advertising, conservation outreach could be more effective by (a) delivering simple messages. but with (b) credible facts that evoke (c) surprise or (d) emotion to make messages more memorable by (e) providing information in an interesting “story” format and (f) providing concrete actions for the public to do that could make a significant difference, be this supporting a specific election issue or boycotting goods, such as unsustainable palm oil. Out of the box outreach could be very effective (e.g. “product placement”, such as lobbying TV show writers to insert conservation story lines).
How to NOT get ahead in advertising – what many conservation NGOs are doing w...Chris Parsons
It is a truth universally acknowledged (and well-studied), that the general public often knows little about the conservation status of species or habitats. This demonstrates that school systems, NGOs and Government Agencies are currently not effective enough at outreach and engagement. Several NGOs have large memberships, which could be a major lobbying tool or the basis for major shifts in public behavior (e.g. the RSPB in the UK has more members than all the political parties combined). However, NGO materials to the general public are often geared towards recruiting members or funds, rather actually educating the masses or eliciting more sweeping pro-conservation behavioral changes. NGOs, like the majority of scientists, often cling to the “deficit” model: that simply providing information will lead to societal change. This is clearly not the case. What informational outreach materials there are often “passive” (e.g. mailed letters, web-based fact sheets), rather than “active” outreach. Some NGOs have developed social media campaigns, which are more active, but typical social media campaigns, such as online petitions, which have little long-term impact. Many people believe they have “done their bit” if they simply share materials (known as “slacktivism”). Conservation NGOs (and agencies) need to think beyond passive methods of education and stop using their marketing departments purely for fundraising. Learning from product advertising, conservation outreach could be more effective by (a) delivering simple messages. but with (b) credible facts that evoke (c) surprise or (d) emotion to make messages more memorable by (e) providing information in an interesting “story” format and (f) providing concrete actions for the public to do that could make a significant difference, be this supporting a specific election issue or boycotting goods, such as unsustainable palm oil. Out of the box outreach could be very effective (e.g. “product placement”, such as lobbying TV show writers to insert conservation story lines).
La mycoplasmosis aviar es una enfermedad contagiosa de las aves causada por bacterias del género Mycoplasma. Esencialmente, afecta a aves como pollos, pavos y otras aves de corral, causando importantes pérdidas económicas en la industria avícola debido a la disminución en la producción de huevos y carne, así como a la mortalidad.
