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Scaling-up Biodiversity Communication for Achieving Aichi Target 1

As of: November 2018

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

  • With a media campaign promoting the „Earth Hour“ 2018, WWF presents a new label, shows the interlinkage between climate change and biodiversity and communicates the importance of biodiversity for the planet (#connect2earth,

Project data

worldwide, 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

01/2018 till 12/2020

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