Biodiversity communications should be based on engaging people in a three-step process:
1. Enjoy – engaging with people and encouraging them to make the most of nature and the natural world. This is the starting point for the core audience (carers and non-doers) who know relatively little about biodiversity, but who instinctively understand what nature and the natural world represent. An important element of encouraging people to get actively involved is to engage with them more generally on the subject first.
2. Enhance – taking steps to make their local and national environment better.
3. Protect – appealing to a deeper sense of responsibility and ownership.