The medium over the message: Differential knowledge of conservation outreach activities and implications for...

Conservation outreach is regularly conducted to increase support for conservation by altering local awareness and attitudes about species or environmental issues. However, there is often little assessment of the effectiveness of these activities. We investigated knowledge of past conservation outreach in 26 villages adjacent to Bawangling National Nature Reserve, Hainan, China, which contains the last population of the Hainan gibbon (Nomascus hainanus). The medium of past outreach activities was reported most frequently by interviewees, followed by who delivered them and the outreach topic, with the fewest interviewees reporting the specific messages being communicated (the consequences of following conservation management policies). Negatively-framed messages, emphasizing prohibited activities and associated punishments, were reported more than positively-framed messages that aimed to foster conservation support. Male interviewees and those with higher education levels reported more aspects of past activities. The Hainan gibbon had higher salience than other threatened native species, and reporting the occurrence (but not necessarily the content) of past outreach was associated with increased likelihood of knowing that gibbons were threatened. These findings highlight the need for conservation outreach to increase both exposure and retention of key messages among target audiences. Meaningful and concrete conservation benefits should be communicated to local communities, and the effectiveness of outreach using a flagship species could be expanded to also improve awareness of other conservation-priority species within the same landscape.