50 Frames of Green: Rethinking Message Framing and Behaviour Change for Biodiversity

SemIDEEV
 02/06/2026
 12:00:00
 Diogo Verissimo, Oxford University, UK
 IDEEV - Salle Rosalind Franklin

Over the past decade, conservation has placed growing emphasis on how it communicates, with message framing emerging as a popular strategy for influencing behaviour. From positive narratives to values-based appeals, a wide range of approaches have been proposed. But what do we actually know about how these frames shape engagement with biodiversity? In this talk, I revisit the role of framing in conservation messaging, drawing on case studies and insights from behavioural science to examine how it has been used—and understood—in practice. I highlight key questions that remain unresolved and consider what this means for the future of behaviour change research.