In a country where 17% of the world’s population jostles for
existence, the long list flora and fauna just manage to coexist. With
the endangered list not getting any shorter, key concern among
conservationists is the way to involve the masses in protecting India’s
wildlife. Eye catching communication strategy with a strong recall
value produces commercially successful brands, can we replicate
the same strategy while talking conservation to an audience which
cannot get any more diverse.
Social awareness and participation has always played a crucial role in
community empowerment. If diseases could be controlled and some
even being eradicated, why the same cannot be done to educate and
promote sustainable living where all life forms get their due is an
unsolved mystery.
Awareness on the story of polythene covers and their ill effects
has reached the saturation point, however, the consumption has
not come down nor has there been a reverse in psychology. Do we
blame it on lack of efficient communication? Are we targeting the
right audience?
Environmental issues cannot be solved through desktop
conservation. Most summits and memorandums from conferences
are not changing anything on the ground, people and their belief
remains. Conservation now needs to be looked at as a saleable entity
and conservationists need consumers rather than tagging them as
volunteers. It’s time the message was targeted at the common man,
who can then decide if he/she wants to make a lifestyle change.
People are not being spoken to, if spoken to then the change is very
much a possibility.
Mass communication for conservation throws open multiple
possibilities which can deliver desired results of social change. Wide
range of audience and their circumstantial behaviour needs to
be studied thoroughly. Upon understanding people and depth of
knowledge towards environment, a communication strategy should
be developed based on the demographic audit.
Extremely rare animal footage and documentary films with inspiring
concepts are a visual treat to a select audience, when is the rest of
India going to gain access to valuable resource such as these and
evolve into the new age human. Access to resource as in any case in
India depends on your proximity to an urban conglomeration, the
closer you are to the nerve centre the better are your prospects.
The urban audience enjoys this edge over the rural mass in terms
of awareness; however, the level of insensitivity in an urban set up
towards environment is comparatively more on the reverse.
Available options are many such as folk art, theatre, street acts and
inspirational speeches which are capable of triggering a reaction
in the right direction. It’s time the audience are taken spell bound,
so that they change. Conventional communication practices are
not going to help us target and convince the masses effectively.
Innovation needs to step in with technology and approach, which
should surprise the society at large. People should voluntarily imbibe
and follow the change rather than being informed and given an
option to change per convenience.