Komuniciranje vrednosti storitev naravnega okolja danes za jutri

To ensure appreciation of forest related nature‘s services, they must be presented to the public in an appropriate way. Humans are usually not willing to pay for something they consider as ‘free goods’. The challenge is changing the mind-set through awareness-raising. A good communication strategy should convey the message as a tangible concern that contributes to the quality of our lives. Communicating nature’s services will help understand the benefits we gain and joy and pleasure they can give us if we treat them with knowledge, respect and wisdom. The actions taken in the past are not giving the results we need. A multi-stakeholder approach can harness the creativity from stakeholders through solution driven dialogue. In the LIFEGENMON project (Life for Forest Genetic Monitoring System) coordinated by Slovenian Forestry Institute, the multi-stakeholder approach is used to communicate the forest related nature’s services and importance of genetic resources. A clear visual and verbal communication brings the key project messages to life. To forge meaningful connections with core stakeholders it is essential to use compelling and targeted messages. Ultimately, the results will demonstrate the value of engaging supporters in co-creating communications to extend reach and impact.