GREENVIET and lessons learned about nature conservation communication.

Passionate about the mission of biodiversity conservation.

In the opening minutes of the program, Ms. Trang introduced the GreenViet Center with the enthusiasm and passion of someone who has been dedicated to biodiversity conservation for many years.

The GreenViet Biodiversity Conservation Center was established in September 2011 with the aim of raising awareness and promoting community action in biodiversity conservation and environmentally friendly practices, as well as the sustainable use of Vietnam's biodiversity resources. The Center's main activities include research, communication, education, and policy advocacy. With a team of experienced and passionate personnel, GreenViet is progressively fulfilling its mission of "researching and disseminating the value of biodiversity in the context of climate change to help communities develop environmentally friendly lifestyles." The Center aspires to become a leading center for research, communication, and education in the field of biodiversity in the Central and Central Highlands regions by 2020. To achieve this goal, GreenViet has implemented projects and communication activities reaching various target groups within the community.

Currently, the GreenViet Center is primarily focused on research, education, and policy advocacy to protect the brown-footed langur. The Center chose this species for several reasons. Firstly, it is a rare animal with genes that are 98% similar to humans, and they share many similar habits and lifestyles. Secondly, brown-footed langurs typically live in pristine, regenerated forests. Protecting them means protecting their habitat, thus achieving two goals at once: preserving this rare species and conserving forest resources. Ms. Trang also shared the reason for choosing Da Nang as the first location to implement this initiative: “Unlike brown-footed langurs in other areas, langurs in Da Nang, if threatened by dangers such as forest fires, are less likely to flee to other forests, making them more vulnerable to extinction. GreenViet chose Da Nang as the first location to implement and develop this model, and will gradually expand it to other localities to protect the brown-footed langur.”

It is evident that GreenViet has initially built its image by clearly defining its purpose, mission, and vision. These are fundamental directions that help GreenViet develop effectively and sustainably in the long term. Furthermore, the center's brand is also reflected in the meaning of its name, GreenViet – a green Vietnam, associated with the green color of nature. With such a solid foundation, GreenViet has successfully implemented many conservation communication projects targeting various groups within the community.

Photo: Pham Kien Trung

Ms. Le Thi Trang, Deputy Director of GreenViet Center, shared information about communication campaigns related to biodiversity conservation with Public Relations students.

Targeting a wide range of community groups.

GreenViet adopts a different approach for each target audience. Understanding the characteristics of each group helps GreenViet easily design and implement programs.

Children are a highly receptive group. If they understand the importance of nature conservation from a young age, they will undoubtedly develop a strong sense of responsibility and avoid harming the environment as adults. This is like "prevention is better than cure." GreenViet understands that children today have limited opportunities to interact with nature, preferring play and quickly absorbing knowledge through experience. Therefore, the center has implemented diverse educational activities to help children "learn through play and play through learning." These activities include teaching children the monkey dance; organizing the "Exploring the World of Wild Animals" program; and the Son Tra Little Green Guards program… these are journeys to explore nature and observe firsthand the lives of animals, especially the brown-footed langur.

Many students asked questions to the speaker. (Photo: Pham Kien Trung)

Students and young people are dynamic public groups, eager for new things and experiences. They are also receptive to knowledge, and young people, with their youthful energy, can spread messages about environmental protection, becoming young leaders in educational communication. Understanding this characteristic, GreenViet has launched programs such as: collecting waste on Son Tra Peninsula, the "Students, Friends and Da Nang Beach" photo contest, and talk shows like "Son Tra Youth Union Members Learn About Son Tra Biodiversity,"... These activities help young people, especially students, raise their awareness of environmental protection and wildlife conservation.

The local community is the broadest and most complex target group, with many different characteristics. For this group, GreenViet also implements many diverse activities such as: a project to enhance conservation capacity for volunteers in Da Nang, a community forum in Da Nang on protecting the brown-footed langur in Son Tra, and a project for local people to clean up the Son Tra peninsula… Among these activities, the “I Love Son Tra” program stands out – a long-term project held every Sunday with widespread participation from the public. “I Love Son Tra” is a journey of discovery and admiration of nature, after which each participant will experience nature and create their own products such as articles, paintings, posters…

GreenViet hopes that tourists will also love Son Tra and be conscious of protecting the environment there. To achieve this, they decided to target tour guides, those who directly interact with tourists. GreenViet organized a training course on "Skills in promoting biodiversity conservation on Son Tra Peninsula for tour guides and tourism officials of the Son Tra Peninsula Management Board and Da Nang tourist beaches." This activity contributes to widely disseminating information to tourists and promoting Son Tra.

Public officials are identified as a rather special target group. They are policymakers or have an influence on the issuance and implementation of policies. Therefore, GreenViet recognizes that this group also needs to understand conservation so that environmental policies can be easily adopted. The main activities for this group include training courses, informational seminars, and nature exploration trips.

Through these activities, it's clear that GreenViet is very flexible in its approach to its audience. They have identified the right target groups relevant to their work and developed programs tailored to the characteristics of each group. Notable successes include: images of langurs appearing on New Year's lucky money envelopes, a program highly praised by the Chairman of Da Nang City, children becoming more aware of not throwing stones at animals, and young people becoming more conscious of maintaining hygiene during visits…

Combine diverse communication methods.

These projects were primarily communicated directly, with thousands of leaflets and brochures distributed at the airport, on taxis, and displayed at bus stops. Importantly, the funding for these activities came from businesses. GreenViet skillfully researched their objectives, identified common ground, and collaborated. This is a crucial communication skill for achieving mutually beneficial agreements. Other communication activities included media relations (talk shows on Da Nang television), and the creation of publications such as magazines and books about the langurs. Furthermore, GreenViet recently began using Facebook for its communication activities, a direction it plans to pursue in the future.

GreenViet has been employing various forms of communication: direct communication through events, leaflets, brochures, images displayed in waiting areas and cafes; building relationships with the press; and utilizing social media. This approach is quite in line with current trends, opening up many ways to "reach" the thoughts and emotions of many people and change their perceptions.

In the face of media crises, GreenViet has demonstrated great skill and professionalism in handling them. In February 2016, a group of individuals vandalized the forest. Immediately after learning of the situation, GreenViet investigated and provided information to the authorities for action. The brilliance of this case lies in the fact that GreenViet both maintained a positive image of the city (avoiding widespread publicity, focusing information locally, just enough for government intervention) and successfully resolved the issue (providing information for quick and efficient action by the authorities and speaking out with positive, official information).

With the support of local authorities and the community, GreenViet has overcome many challenges to successfully implement programs and projects on biodiversity conservation. What GreenViet is doing is not simply about nature conservation, but also contributes to tourism development and helps build a beautiful image of Da Nang - the most livable city in Vietnam. Through continuous effort and innovation in communication activities, and guided by principles..."Use internal resources, mobilize community participation, and do what the community approves of.”,GreenViet will certainly continue to attract support and contributions from the community for the noble goals and mission it is pursuing.

Our talk ended later than expected. Everyone still had their own concerns. But the dedication and valuable lessons learned about GreenViet's communication activities remain deeply ingrained in the minds of us third-year Public Relations students.