UNEP recognizes the transformative power of individuals in catalyzing change, both within themselves and across the expansive systems that define the society.
With a deep understanding that people come with diverse identities - spanning gender, nationality, age, and profession - we strive to create engagement opportunities that reflect this diversity and empower individuals to make a difference.
Our approach to driving behaviour change and changing narratives
Our goal of halting deforestation by 2030 demands significant behavioral shifts to practices that contribute to deforestation, including unsustainable agricultural practices, illegal logging, and the undervaluation of forest services.
Behavioral change is shaped by numerous factors, including personal beliefs, attitudes towards environmental issues and solutions, perceived control over affecting change, and social norms that encourage or discourage pro-environmental behavior. Beyond individual actions, the collective power of communities can transform societal norms and influence policies, creating a ripple effect that extends far beyond isolated changes.
A critical aspect of our strategy involves confronting and reshaping perceptions around REDD+ and forest carbon credits. Negative sentiment, skepticism, and misunderstanding have become entrenched in public discourse, challenging the credibility and acceptance of these crucial environmental instruments. Our aim is to redefine these conversations and shift the narrative,highlighting the benefits and integrity of well-designed forest carbon credits and steering discussions towards constructive, actionable solutions.
How we do it
- Leveraging KAP surveys
UNEP uses Knowledge, Attitude, Practices (KAP) surveys as a key tool to dive deep into the collective mindset of communities regarding environmental issues. This approach allows us to uncover perceptions and interactions with environmental challenges, laying the groundwork for interventions that resonate on a personal level. By identifying knowledge gaps, misconceptions, and behavioral barriers, KAP surveys inform the development of targeted messages and strategies designed to facilitate meaningful change.
- Targeted behaviour change campaigns
Informed by the insights from KAP surveys, UNEP collaborates with countries to develop customized behavior change campaigns. Each campaign is carefully crafted to align with the specific contexts, values, and challenges of the target audience, employing a mix of interventions, channels, and activities designed to motivate sustainable forest management actions.
- Changing narratives on REDD+
UNEP is dedicated to countering the negative perceptions surrounding REDD+ and forest carbon credits. By forming a coalition of individuals, companies, and organizations who support the potential of carbon markets for forest conservation, called 'Save the Forests Now,' we aim to shift the debate through community initiatives, policy advocacy, business roundtables, and media outreach.
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Case study: UN-REDD Lower Mekong Initiative Behaviour Change campaigns
In the Lower Mekong region, UNEP undertook a multi-country KAP survey to address the unique challenges and perspectives of local communities facing forest crime. The survey, conducted from January to July, 2022 among 2,450 respondents across Lower Mekong countries and China, aimed to answer questions around forest crime and the willingness to change behaviours to combat it.
KAP scores across these regions were low, signaling a dire need for intervention to shift behaviours towards sustainable forest management. The survey unveiled nuanced differences between urban and rural respondents in their knowledge, attitudes, and behaviours towards forest crime. Despite these variances, a common thread was identified: a lack of understanding of how consumer demand fuels illegal logging. Many were unaware how their purchasing choices directly impact forest conservation, showing a clear gap in knowledge that needs to be addressed.
The KAP survey also pointed towards solutions, suggesting that to combat forest crime effectively, interventions must be multi-faceted, addressing the economic, political, and societal dimensions of the issue. This involves developing national communication plans tailored to the specific needs and contexts of each country, leveraging survey findings to create campaigns that resonate with the target audience and addressing barriers to action.
See examples of the campaign are below:
- In China, a campaign focused on the conservation of valuable species, like rosewood, to shift the common perception from apathy to active concern and engagement.
- In Cambodia, efforts were made to raise awareness among forest-dependent communities about illegal logging regulations and promoting alternative livelihoods.
- In Lao PDR,public speakers disseminated information on illegal logging and the illicit forest trade, enhancing public knowledge and awareness.
- In Myanmar, efforts were made to broaden awareness regarding the legal and illegal forest trade, using NGO networks to amplify this message.
- In Thailand, the public was encouraged to use the Pitak Prai app for reporting forest crimes, supporting changes in decision-making and lifestyle.
- In Vietnam, forest-dependent communities were showcased as examples of sustainable environmental stewardship, in collaboration with government authorities.
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What is a KAP Survey?
A KAP survey explores three critical aspects: what communities know (knowledge), how they feel (attitude), and how they act (practices) towards a particular issue. This method provides a comprehensive snapshot of the current state of awareness, beliefs, and behaviours within a community, offering invaluable insights for targeted intervention.
