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Messaging matters: A systematic review of the conservation messaging literature


Kidd, LR and Garrard, GE and Bekessy, SA and Mills, M and Camilleri, AR and Fidler, F and Fielding, KS and Gordon, A and Gregg, EA and Kusmanoff, AM and Louis, W and Moon, K and Robinson, JA and Selinske, MJ and Shanahan, D and Adams, VM, Messaging matters: A systematic review of the conservation messaging literature, Biological Conservation, 236 pp. 92-99. ISSN 0006-3207 (2019) [Refereed Article]

Copyright Statement

2019 Elsevier Ltd. All rights reserved.

DOI: doi:10.1016/j.biocon.2019.05.020


Changing human behavior and attitudes are key to conserving global biodiversity. Despite evidence from other disciplines that strategic messaging can influence behavior and attitudes, it remains unclear how to best design messages to benefit biodiversity. We conducted a systematic literature review to investigate the status of conservation messaging research, and to evaluate whether studies address essential elements of message design and theory from other disciplines. We show that academic interest in conservation messaging is growing rapidly. However, our results suggest that conservation scientists are not effectively drawing from the long-standing expertise of disciplines with well-established messaging techniques. Many studies do not draw on established behavior change theories or audience segmentation techniques. Given the urgent need to address the loss of biodiversity, we discuss how conservation messaging can draw on existing empirical and theoretical knowledge, with a focus on the application of established techniques used in messaging for pro-environmental behavior.

Item Details

Item Type:Refereed Article
Keywords:biodiversity, communication, conservation, framing, marketing, messaging
Research Division:Environmental Sciences
Research Group:Environmental management
Research Field:Conservation and biodiversity
Objective Division:Environmental Policy, Climate Change and Natural Hazards
Objective Group:Environmental policy, legislation and standards
Objective Field:Environmental policy, legislation and standards not elsewhere classified
UTAS Author:Adams, VM (Associate Professor Vanessa Adams)
ID Code:134688
Year Published:2019
Web of Science® Times Cited:55
Deposited By:Geography and Spatial Science
Deposited On:2019-08-28
Last Modified:2020-05-19

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