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Scaling-up biodiversity communication for achieving Aichi Target 1

As of: May 2021

Aichi Biodiversity Target 1 states that by 2020, at the latest, people should be aware of the values of biodiversity, and the steps they can take to conserve and use it sustainably. The project aims to inform a billion people about the values of biodiversity and encourage them to take action. Both the Earth Hour and global UN Days related to biodiversity offer opportunities for communication. Online platforms and social media profiles are intended to achieve at least three billion digital views. Particular attention is being given to ten key countries, and the project is also address target groups at high-level events relevant for policymaking. Other target groups include decision-makers, sectors of the economy and young people, who will be made aware of the interrelationships between climate change and biodiversity conservation, as well as its preventive role in future zoonotic pandemics.

State of implementation/results

  • The focus of Earth Hour 2020 was 'Nature as a solution to the climate crisis' and it took place in 190 countries and territories on 28 March 2020. Since 2018, two new countries were added.
  • Due to the COVID-19 pandemic and the lockdown, many of the planned events and meetings including the turning off the lights of landmarks and monuments had to be cancelled. The global campaign was communicated exclusively via digital media in participating countries.
  • The links between the COVID-19 pandemic and the climate and biodiversity crisis were incorporated into the communicative messages.
  • The change to purely digital communication actions resulted in a considerable increase of the reach worldwide. Innovative online events and digital campaigns were developed or upscaled. For example, live streaming of concerts, petitions calling for signatures, and follower activity was creatively evolved to ensure suitability for the global pandemic context. A total of 40 live digital events were counted.
  • 4.7 billion digital impressions were counted on various social media channels (including Facebook, Twitter, Weibo and TikTok). This is the highest number of digital impressions achieved so far during Earth Hour.
  • For the first time, TikTok and Douyin were used for Earth Hour.
  • More than 578 influencers, public figures, environmental activists and celebrities have supported Earth Hour in 37 countries, including the Secretary General of the United Nations António Guterres, Greta Thunberg, the Prime Minister of Canada Justin Trudeau, the Colombian model Claudia Bahamon and the British singer Yusuf / Cat Stevens.
  • Worldwide media coverage resulted in more than 12,500 articles related to Earth Hour despite competing for space in publications whose headlines were dominated worldwide by the COVID-19 pandemic.
  • Between January and June 2020, open source materials for thematic days were produced ( and shared with partner organizations and multipliers in order to increase coverage on social media channels.
  • The most successful theme day of the first half of 2020 was Earth Day, which took place on April 22, 2020. This is due to the fact, that the 50th anniversary of Earth Day was celebrated.
  • The International WEEK for Biodiversity was celebrated between 15 - 22 May 2020. During the whole week virtual activities were offered on social media channels.
  • A 'Summer Holiday Educational Pack' was put together for the vacation season and made available on in July. Families and schools can use this as home school offers to fill the summer months or vacation months with interesting activities under the conditions of the COVID-19 pandemic.

Project data

Brazil, China, Colombia, India, Indonesia, Kenya, Mexico, Peru, South Africa, Viet Nam

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

Political partner(s):
  • Secretariat of the Convention on Biological Diversity (SCBD) - Canada

Implementing partner(s):
  • World Wide Fund for Nature (WWF) - Singapur
  • World Wide Fund for Nature (WWF) International

BMU grant:
3.269.817,00 €

01/2018  till  12/2021



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