Biodiversity Project follows two guiding principles:
- In order to protect the environment we need to motivate all citizens planet to act.
- To get citizens to act we must teach and communicate by appealing to the values they already hold to be true.
Biodiversity Project researches what people think and how they feel about an issue. We’re interested in more than just the facts. We want to know: how much they know; what language they use; how they respond; where they get their information; what motivates their actions; and how they relate to an environmental issue or resource. We use this information to design and implement strategies that will transform people’s behaviors to improve and protect our precious land and water resources.
Our Mission
Biodiversity Project researches, designs, implements and evaluates communication and education strategies that inspire individuals, civic institutions and elected and appointed leaders to make the connection between their values and environmental causes. Our work motivates targeted audiences to value the role of healthy ecosystems in sustaining quality of life and to take action to protect and restore the Earth’s natural resources and to use them sustainably. | 
