The Prince’s Charities
Demonstrating popular commitment to protecting the rainforests
“If we lose the battle against tropical deforestation, we lost the battle against climate change.” – HRH The Prince of Wales
Challenges
Understand the general public’s understanding or rainforests and their link to climate change, and their commitment to action
Identify which of the many possible messages about rainforest destruction most resonate with people, and what communication will engage them most effectively
Actions
Qualitative and quantitative research with the general public in four countries
Demonstration of the high understanding people have of the link to climate change
Crafting and evaluation of a set of messages, metaphors, phrasing and imagery that resonate most strongly for both describing the problem and advocating solutions
Presentation to HRH The Prince of Wales and The Prince’s Rainforests Project Steering Group