In the high-stakes arena of environmental advocacy, effective communication is your ultimate playbook. Just like athletes who train relentlessly to perfect their game, conservationists must hone their messaging strategies to win hearts and minds – replacing announcements with actions. Imagine conservation advocacy as an intense, exhilarating sport where every word is a strategic move, every story a powerful play, and every campaign a critical match. Ready to take the field? Let’s explore the tactics that we use at Oxygen Conservation to gain a competitive edge in the fight for our planet’s future.
1. Storytelling with Purpose
Storytelling isn’t just a buzzword; it’s the most powerful tool we have for conservation advocacy. Humans are wired to connect with stories on an emotional level. When crafting your message, focus on personal stories that illustrate the impact of conservation efforts. Highlight the journey of a single species saved from extinction or a local community transformed by regenerative practices.
Example: At Oxygen Conservation, we write extensively documenting the transformations on our Estates, like the incredible temperate rainforest at Leighon Estate. We capture both the struggles and triumphs, such as overcoming neighbouring opposition and restoring the rainforest, to create compelling narratives that inform and inspire.
2. Transparency and Trust
In the age of misinformation, transparency builds trust. Be open about your goals, challenges, and successes. We share the details associated with our works, the impact they’ve had, and the lessons we’ve learned. This honesty not only builds credibility but also engages those who quite rightly approach everything to do with the environment with a scepticism of the greenwashing we’ve all seen so many times.
Example: Our commitment to radical transparency runs to the very heart of everything at Oxygen Conservation. We demonstrate this by sharing extensive digital and print media, including newsletters and our Shoot Room Sessions podcast, to keep our audience well-informed and involved in our journey.
3. Tactical Empathy – Listening to Understand
Listening is more than just hearing words; it’s about understanding the emotions and perspectives behind them. Tactical empathy involves truly comprehending the concerns and motivations of stakeholders, allowing for more effective and compassionate advocacy. We will always listen even though we won’t always agree.
Example: In our conservation efforts, we practice tactical empathy by engaging with local communities and understanding their perspectives on land use. By listening to understand we have been able to modify large-scale planting plans to better connect public access to our landscapes as well as offer grazing licenses to new entrant organic farmers.
4. High Quality Visual Content
Exceptional imagery is worth many thousands of words and an amazing video can be worth millions. We invest in high-quality visual content that showcases the beauty of nature and the positive outcomes of conservation work. We document the evolution of the landscape by sharing high-quality digital media across our social media channels and other digital media.
Example: One of our first hires was our incredible photographer and videographer to ensure our projects are captured in their full glory, making the environment the star of the show. We only ever use images or videos from our Estates that we have taken further ensuring the integrity of what we do and how we do it.
5. Harnessing Digital Platforms
Social media isn’t just for selfies and coffee pics — it’s a potent platform for conservation advocacy. We prefer to use Instagram, LinkedIn & YouTube to share engaging content focusing on our environmental and ecotourism content on Instagram and write extensively about the business of Scale Conservation on LinkedIn.
Example: Oxygen Conservation’s approach involves producing a wealth of digital content – we have collated all our video content and Shoot Room Sessions episodes on YouTube for ease of access. Here you can find episodes on everything from economics to ecology and ecotourism to elections.
6. Collaborative Campaigns
Partnerships amplify your voice and help us all collectively grow the nature-based economy. Collaborate with everyone you think are doing great things. We’ve collaborated with other conservation organisations, local communities, and so many other businesses to broaden our collective reach.
Example: We have partnered with leading environmental law firms like Burges Salmon and financial institutions such as Triodos Bank to create a unified front in our conservation efforts, enhancing our reach and impact. We’ve also worked together with Quiet Room, the leading institutional advisory firm to share a mini-series aimed at helping people better understand natural capital and its future potential.
7. Innovative Engagement
Think outside the box to engage your audience. Our culture is built upon a commitment to the environment, impact and adventure so we try and make our wonderful landscapes a feature of our engagement work. What unique opportunities do you have to do the same?
Example: We recently hosted e-bike tours of our Invergeldie Estate for the entire Savills senior leadership team. This innovative approach allowed the participants to experience the beauty and importance of conservation firsthand, fostering a deeper connection with our mission. The tours provided a unique and engaging way to showcase our work, encouraging leaders to become advocates for our cause. The conversation always flows better after an outdoor adventure on the hill.
8. Policy Advocacy
Effective communication with policymakers is crucial. Use evidence-based arguments and compelling narratives to influence environmental policies. We engage in public consultations, submit policy recommendations, and build relationships with key stakeholders to advocate for supportive legislation.
Example: Our interactions with politicians and policymakers help shape the future of natural capital and conservation practices. We have hosted delegations from the Scottish Government at our Highland Estates and welcomed MPs and Members of the House of Lords onto the Podcast to share our experiences and advocate for stronger environmental policies.
9. Create Content
Creating engaging and informative content is essential for building awareness and support for conservation efforts. Develop a mix of content types, including articles, videos, podcasts, and interactive media to reach diverse audiences and keep them engaged. You’ve almost certainly got more content than you think and could be making more of it than you are – that’s true for us too!
Example: Our innovative Natural Capital focus Shoot Room Sessions podcast highlights in-depth discussions on conservation, sustainability, and natural capital. By featuring experts and thought leaders, we provide valuable insights and foster a deeper understanding of environmental issues, inspiring action among our listeners.
10. Speaking Honesty to Power & Privilege
It’s crucial to share honest views about the past, present, and future of our relationship with the land, even if it’s unpopular with (often) entitled groups. Addressing these issues head-on can challenge long-standing misconceptions and push for meaningful change.
Example: At Oxygen Conservation, we don’t shy away from difficult conversations. We speak openly about the contradictions in local attitudes towards land use, such as those of fox hunters or individuals resisting change in rural communities.
Despite facing backlash (including being criticised on the front pages of local newspapers), we believe it’s essential to highlight the environmental degradation that has resulted from maintaining the status quo. If we’re not prepared to be honest and advocate for change we can’t expect anyone else to do the same. When my children ask me what I did about climate change and the biodiversity crisis I want to be able to say – I tried!
Conclusion: The Challenge Ahead
Now that we’ve explored the tactics that we use to gain a competitive edge in conservation advocacy, it’s time for you to face the challenge: putting these strategies into action. This isn’t a game for the faint-hearted. It’s a relentless, demanding battle that requires every ounce of our dedication, creativity, and resilience. The stakes couldn’t be higher, and the opposition is fierce.
To succeed, you must go beyond merely implementing these strategies. You need to embody them, live them, and push yourselves to continually innovate and adapt. This means telling stories that resonate deeply, maintaining unwavering transparency, and practising tactical empathy to truly understand and address the concerns of our stakeholders – this bit can be really hard in the face of cynicism, negativity and criticism. It means creating and sharing high-quality visual content that captivates and inspires, harnessing the full power of digital platforms, and forging strong, collaborative campaigns that amplify your impact.
We must all be fearless in our honesty, challenging entrenched privileges and misconceptions that hinder progress. By speaking truth to power and privilege, we can drive meaningful change, even when it means facing backlash and criticism. Our engagement must be innovative, using unique opportunities to connect people with the importance of conservation in new and memorable ways.
The path ahead is not easy. It demands more than just effort—it demands passion, courage, and an unwavering commitment. We must be prepared to make sacrifices, face challenges head-on, and persevere through setbacks. But the mission requires it: a healthier planet, thriving ecosystems, and a legacy of conservation that will benefit generations to come.
So, let’s take the field with determination and a clear vision. Every word, every story, every action is a step toward victory. When my children ask me what I did about climate change and the biodiversity crisis, I want to be able to say with pride: I tried everything, I gave my all, and together, we made a difference.
Rich Stockdale
Founder & CEO