The new nature message: Love not loss

Published by: Futerra, 2010

About: Branding Biodiversity provides communicators with an effective formula to use in their own messaging, by assessing four current biodiversity messages: loss, love, need, and action. 

Excerpt: "What if the word ‘biodiversity’ represented not just a set of scientific concepts, but emotions of awe and wonder? Could biodiversity communications then trigger worldwide action to protect it?"