Scaling-up Biodiversity Communication for Achieving Aichi Target 1 - Internationale Climate Initiative (IKI)
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Scaling-up Biodiversity Communication for Achieving Aichi Target 1

As of: October 2020

Objective and activities

WWF, the CBD Secretariat, and other partners aim to contribute to the achievement of Aichi Biodiversity Target 1 by 2020. The goal is to scale-up outreach to up to 1 billion people to inform on the values of biodiversity and to engage individuals in steps they can take. Communication activities will be rolled out extensively globally with particular focus in 10 key countries for WWF’s Earth Hour and UN Days related to biodiversity. The mass communication approach will use online platforms and social media to score at least 3 billion digital impressions. In addition, other communication approaches seek to particularly engage with decision-makers, business and youth audiences and critical target audiences will be addressed at policy-relevant High Level Events. The goal is to highlight the strong inter-dependencies between climate change and biodiversity conservation and thus to leverage synergies in mobilizing the wider public and critical target groups to back actions and impacts.

State of implementation/results

  • At the Earth5h hour in March 2019, a major WWF media campaign communicated the urgent need for actions to prevent serious consequences for humans from the ongoing loss of natural resources. The campaign was a great success with over 2.4 billion digital contacts being registered in 188 countries and territories worldwide and over 70 influencers supporting the Eart5h hour.
  • Furthermore, the World Chocolate Day, with more than 5.3 million impressions, became the most successful theme day since the project started. Open source materials are available on the website
  • In close cooperation with the Secretariat of the World Biodiversity Council (IPBES), the project conducted interviews with several authors of the IPBES Global Assessment Report and made them available on the website (…) and on YouTube. With more than 2700 articles appearing in major global media, the IKI project team supported the IPBES Secretariat essentially in order to spread the Global Assessment worldwide.
  • In August 2019, WWF Mexico launched the #DaleChamba campaign in collaboration with the IKI project team. The main purpose of the campaign is to raise awareness of the value of biodiversity in the Mexican cuisine. The campaign team works with culinary ambassadors, influencers, cooks and cooking schools. Within the first 2 weeks, the campaign got 450,200 digital impressions on Facebook alone.
  • At the 2nd Global Communication Forum on Biodiversity in September 2019, communication experts from leading civil society organizations and UN institutions came together to discuss ways and means of how to expand biodiversity communication in 2020 in order to achieve Aichi Objective 1 of the CBD. The topics of the meeting were: (i) communication priorities for 2020, (ii) ways for public mobilization in 2020, (iii) establishing contacts with the climate movement and Fridays For Future, (iv) define key events to implement joint mobilization actions; and (v) discuss online mass mobilization tools such as "Voice For The Planet". The participants agreed to intensify the exchange, to cooperate more closely, to use the hashtag # biodiversity2020 and to work together on campaigns for the year 2020.

Project data

Brazil, China, Colombia, India, Indonesia, Kenya, Mexico, Peru, South Africa, Vietnam

Implementing organisation:
World Wide Fund for Nature (WWF) - Germany

Partner institution(s):
  • Secretariat of the Convention on Biological Diversity (SCBD) - Canada

BMU grant:
2.699.960,00 €

01/2018  till  12/2020

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