Your Audiences

Biodiversity communications should be based on engaging people in a three-step process:

  1. Enjoy – engaging with people and encouraging them to make the most of nature and the natural world. This is the starting point for the core audience (carers and non-doers) who know relatively little about biodiversity, but who instinctively understand what nature and the natural world represent. An important element of encouraging people to get actively involved is to engage with them more generally on the subject first.
  2. Enhance – taking steps to make their local and national environment better.
  3. Protect – appealing to a deeper sense of responsibility and ownership.

In this section you’ll find information on each of the three key audiences we need to engage with:

These three audiences are important because they share similar attitudes towards biodiversity and will therefore require similar messages and communications activity to help improve their awareness and understanding.

As you will see, the general public has been further segmented to identify those groups who have similar attitudes and who need to be prompted to take action.  Young people need to be encouraged to become more interested in the outdoors and to learn outside the classroom. And decision makers are people and organisations who make decisions and offer advice which in some way affect biodiversity.

Guidance for each audience has been divided into three separate sections, so you can quickly get to the information you need.

The three sections are:

  • Who are they?
  • What messages work?
  • How do you reach them?

There is also an additional section of background information for each audience.

Sections can be viewed on screen, downloaded and/or printed.

Using these sections in conjunction with the elements found in the Your Tools section means you can easily build a toolkit that’s right for your particular needs.

Although this section touches on communicating with each audience, more expansive information can be found in the Using The Media section of your toolkit. You’ll also find an additional overview of decision makers – who they are and the role they play in promoting biodiversity - in the You & Biodiversity section.