By Diogo Veríssimo, Durrell Institute of Conservation and Ecology.
 Enough of sad tales of threat and extinction, let's spread the love for biodiversity instead. That's the message from a recent campaign from IUCN's Commission on Education and Communication (CEC) called “Love. Not loss”. The campaign aims to inspire all those working to conserve biodiversity to be more positive in the way they communicate the need for conservation.
 
Campaign organizers are asking participants of the IUCN Congress to tell them “how they fell in love with nature”. The different stories will then be compiled in a video message that will be showcased around the world. For those outside Jeju you can also share your stories and be part of the campaign by using the Twitter hashtag #lovenotloss. “Our goal is to get people to think differently”, said Keith Wheeler Chair of the CEC, “ultimately biodiversity will only be saved if people fall in love with it”.

Also as part of the “Love. Not loss” campaign, seven video clips casting a humorous light on the inability of communicators to get their environmental message across has been released today. The clips are available on IUCN’s Youtube channel and will hopefully go viral.

The “Love. Not loss” is a joint initiative of CEC and Futerra, a communications agency specialized in sustainability and had its initial launch at the Convention for Biological Diversity meeting in Nagoya, Japan.