Communication, Education & Public Awareness

CEPA Best Practices Database Project

The project below was submitted by the organization below in response to the notification issued by the Executive Secretary in December 2003. The Secretariat does not assume responsibility for the accuracy of the information it contains. Any questions about the project should be addressed to the organization which reported the project

General Description
Title Unite on Diversity - for a world of Difference - Film Project on Biodiversity
Status Completed
Region(s) Global
Participating Organization(s)
Lead Organization(s) Bellagio Forum for Sustainable Development; Convention on Biological Diversity; IUCN; Shell Foundation; The Global Environment Facility; and UNESCO World Heritage Centre.
Type of Implementing Agency(ies) Non-Governmental Organizations
Private Foundations
Educational Institutions/Universities
United Nations and Specialized Agencies
Inter-governmental Organizations
Main Target Groups or Audience
Contact Details
Contact Person David Mansell-Moullin
Job Title Biodiversity and Climate Change Officer
Organization Shell International Limited
Address Shell Centre
City London
State/Province SE1 7NA
Country United Kingdom of Great Britain and Northern Ireland
Telephone 44 0 207 934 2941
Fax 44
E-mail Address 0 207 934 7668
Web Site
Source of Funding Multilateral
Funding Agency Shell Foundation, IUCN, UNESCO, shell International Ltd and Bellagio Forum for Sustainable Developme
Amount UKP 105000
Goals and Objectives
Overall Goal The film seeks to ighlight the importance of effective communication for biodiversity. Biodiversity is poorly understood amongst lay people because for many it appears to bear little relation to their daily lives. This creates a serious challenge for the conservation community, and one that this film aims to address.
Scope and Activities
International-Level Activities Production of a short film on Biodiversity, release and distribution at IUCN World Conservation Forum in Bangkok Film available for viewing at
Outcomes and Lessons Learned
Outcomes The film used the latest animatronics’ technology and quick-cut live action footage, music and humour to inform and inspire delegates. A statesman-like model Chameleon, the representative of nature in its entirety, introduced four 30-second motion graphic sequences on the enormity, importance and fragility of biodiversity, as well as a call to action emphasising the importance of communication. This serious yet entertaining film will was produced by The 3R Partnership/Tideline and entailedl the creation of the chameleon character, who has the potential to become the ‘celebrity’ for the issue and who will ‘front’ the ongoing biodiversity educational programmes and promotional opportunities around the world. The IUCN Congress, as the major global environment and sustainable development event in 2004, is a perfect platform at which to launch this film. Over four thousand delegates were expected. The film was be screened at the beginning of the opening ceremony, in the presence of dignitaries including the IUCN Patron, Her Majesty Queen Noor of Jordan, the former US Vice-President Al Gore (to be confirmed), and His Excellency Dr. Thaksin Shinawatra, Prime Minister of Thailand. The film may also be used as an important communication tool after the Congress and in a wider campaign of public information and engagement on biodiversity.