Communication for transformative change

Clarify your goal by identifying the direction of the change you are leading and what you want to achieve, and create a short, concise and comprehensive key message. This should explain why the initiative is taking place, what is intended to be achieved, and how will the process be

Identify keywords!

Human-nature disconnection is one of the main drivers of biodiversity loss (IPBES, 2025). Nature provides powerful metaphors to explain complex processes and inspire systemic thinking. Draw inspiration from natural patterns -such as symbiotic relationships and cycles. Use these examples to illustrate how collaboration and adaptation can drive positive change. 

Let nature’s workings guide your message and encourage behaviours that align with ecological principles. Find more at https://biomimicry.org 

Also, map opponents, etc. 

For each stakeholder, identify: 

• Their dominating need. 
• Their main worry. 
• Words that usually engage each audience.
• Words that usually push away each audience. 

If any words of your key message are equivalent to the words that "push away" a specific audience, find another way to phrase what you want to achieve without sacrificing the core of your message.

Plan a multi-channel* strategy integrating tailored messages for the different stakeholders

*Social media for community building.

*Traditional media for credibility.

*Expert panels and policy forums for institutional influence.

- Integrating in your strategy moments of communicating, moments of listening, and moments of mediating the media message (see next step)

Make an effort to understand and value how the different stakeholders are elaborating, re-signifying, and appropriating your media messages. Later on, adjust or re-design your message based on stakeholders' input.

Think about webinars, podcasts, and events to share the progress you are making, lessons learned, and to strengthen connections among participants. This social learning creates greater momentum and pressure for deep, fundamental systemic change.