Objectives and Activities

The World Wildlife Fund (WWF), the Secretariat of the Convention on Biological Diversity (CBD), and other partners aim to contribute to achieving Aichi Biodiversity Target 1 by 2020. The objective is to expand outreach to one billion people in order to raise awareness of the values of biodiversity and engage them in taking action to conserve and sustainably use biodiversity. Extensive communication activities will be carried out worldwide, with a particular focus on 10 key countries, WWF’s Earth Hour, and United Nations observances related to biodiversity. The mass communication strategy will use online platforms and social media to achieve at least three billion digital impressions.

In addition, other communication approaches will seek to engage specific decision-makers, businesses, and young audiences, while high-level political events will target the most important audiences. The objective is to highlight the strong interdependence between climate change and biodiversity conservation, thereby harnessing synergies to mobilize broader audiences and key target groups in support of actions and impacts.