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Branding Biodiversity: Love.Not Loss

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The movement Love. Not Loss is a call to action by IUCN’s Commission on Education and Communication (CEC), to inspire the conservation community to change its message strategy from loss to a deep sense of awe and wonder. CEC has created a compelling and powerful set of video messages that artfully convey a positive approach to inspiring hope for creating a healthy and sustainable future.

IUCN’s communication strategy explains that the best way to rekindle a lost love is not to talk about what went wrong — extinction, habitat loss or resource scarcity but to remember what we loved in the first place. In this publication, IUCN re-writes the principles of branding biodiversity, triggering action based on three principles – personalize, humanize and publicize. 

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