Description
The main problem that has been identified throughout generations is the lack of awareness of the importance of biodiversity and the importance of conserving the countryside for present and future generations. In this regard, the project intends to remedy the situation through the hosting of an environmentally friendly information campaign aimed at explaining the importance of biodiversity for people’s quality of life as well as for the environment in general. The targets for halting the loss of biodiversity have not been met within the European Union, including in Malta. One of the reasons that have been identified, both at a national level and at EU level, is the need for improved communication and education on biodiversity issues in order to increase awareness of biodiversity within the community. The project will seek to further build on public education initiatives and improve awareness of the threats to biodiversity that can arise through the over-development of the countryside and the destruction of habitats and ecological corridors in the countryside.
Summary of project results
The main problem is the lack of awareness of the importance of biodiversity and of conserving the countryside for present and future generations. This project aims to remedy this situation through the hosting of an environmentally friendly information campaign aimed at explaining the importance of biodiversity for people’s quality of life as well as for the environment in general. The project seeks to build on public education initiatives and improve awareness of the threat to biodiversity that can arise through the over-development of the countryside and the destruction of habitats and ecological corridors in the countryside. The project consisted of an internet-based campaign, mainly engaging with audiences through social media and video clips. The target group (young adults) connected to the campaign through online platforms (e. g. a specially created website and a Facebook page), which provided regular news and updates. Also, the project included a university debate to engage with students, and a public survey was carried out. Three short video clips with aerial footage of the countryside were created and a policy document was presented to policy-makers. The expected outcome of the project was to increase the target audience awareness of the importance of biodiversity to themselves and future generations, and the need to conserve the countryside, which was mostly achieved, because all except one of the targets were reached and most have surpassed the target: 39,485 (target – 30,000) visited the website; 4,095,962 (target – 1,492,597) visited the facebook page; got 15,001 (target – 3,500) likes on facebook; 397,817 people (target – 100,000) viewed online video clips; had 197,932 (target – 100,000) social media interactions; had 3,614,353 (target – 4,000,000) reaches of paid online advertising, a bit less than anticipated; 100 people (target – 100) attended a university debate; 500 people (target – 500) responded to public survey; and a policy document was presented. The campaign as well as the debates, policy document and survey have helped to both inform the general public on the importance of environmental preservation as well as habitat and species loss.
Summary of bilateral results