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2020 Vision
Peter Cairns
Conservation communication needs to reinvent itself. It needs to reach beyond scientific peer groups, beyond the affluent middle-classes, beyond the converted. It needs to entertain as well as engage; to not only educate but motivate; to trade in a currency that has been used for decades to influence consumer patterns and social perspectives. It needs to better invest in visual media.
This doesn’t mean dumbing down critical messages, but recognizing that different audiences need different approaches based on distinctive values. It means pooling resources and skill sets from the scientific, conservation and yes, the creative communities, to ensure that a meaningful connection is made with a mainstream audience.
Peter Cairns is a professional nature photographer and the director of 2020Vision.
www.2020v.org
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