The role of conservation communication in bridging awareness gaps in East Africa

 

President William Ruto and Laikipia Governor Joshua Irungu admire white rhinos at the Ol Pejeta Conservancy during the 20th anniversary celebrations at the Conservancy. [PCS]

East Africa is celebrated for its iconic wildlife and breathtaking natural spaces, unlike other African regions except South Africa. From Kenya’s Maasai Mara to Rwanda’s Volcanoes, Uganda’s Bwindi Impenetrable Forest, and Tanzania’s Serengeti, these places are a treasure trove of biodiversity, vast sources of nature-based tourism and economic sustenance for host communities close to national parks.

It is said that two in five tourists visit Africa for its wildlife and landscapes. According to the United Nations World Tourism Organization (UNWTO), wildlife tourism constitutes 7 per cent of global tourism and is growing at an annual rate of 3 per cent. Yet despite the biodiversity riches, there’s a huge gap in public awareness - especially among the local populace on the environmental importance of wildlife. They might have seen, first hand, the economic importance of wildlife - especially with host communities benefiting from tourism revenue, but the majority still need primary education on why conservation matters. 

For years, conservation in East Africa has been dominated by scientific and technical approaches to ensure the continual protection of wild spaces through anti-poaching programs, habitat restoration, and wildlife monitoring. While these have worked and have raked in millions of dollars in tourism revenue while providing more jobs, they often leave out a crucial factor: educating the people on why conservation matters beyond its economic benefits.

The downside of the lack of awareness is that it often results in resentment toward conservation. As a media analyst and journalist who has reported these issues, I have witnessed this firsthand. Communities clashing with conservation initiatives are common. The challenge is also often worsened by limited education about the environmental impact of conservation on people and communities.

This is where the work of Festus Iyorah, a conservation communicator working alongside the Wild Africa Fund in East Africa, is relevant. He is one of the few communications experts focusing on conservation, an oft-overlooked aspect of wildlife preservation. Typically, conservation organizations are known for their commitment to the science of conservation through research and species protection. As a result, little is known about the purpose and importance of conservation. This leads to a lack of empathy and public support for conservation initiatives.

But by switching from journalism to conservation communication, Festus is purposefully helping to connect people to nature. He deploys his media expertise to develop strategies and campaigns and frame news stories that educate the public about conservation while gaining their trust. Festus’s approach is holistic and culturally relevant, capturing all age groups, from children to adults.

One of his most significant contributions is his ability to localise conservation education, making it accessible to radio and TV stations in East Africa.

The translation of Dr Mark’s Animal Show, a conservation magazine program for children between the ages of 7-14, into Kinyarwanda, which will soon be translated into Swahili, is a prime example. Festus is one of the directors and producers of Dr Mark Animal Show, by adapting the program to East Africa’s local context, Festus ensures that children—future leaders and decision-makers—understand the importance of conservation in a language they can connect with. This local approach is crucial in a region where many conservation messages have historically been delivered in foreign languages, alienating the people they aim to inspire. By targeting children, Festus is focusing on a demographic that is impressionable and full of potential.

Research shows that environmental education during childhood has a lasting impact, shaping attitudes and behaviours well into adulthood. Dr Mark’s Animal Show introduces children to the wonders of wildlife and instils values of empathy, responsibility, and stewardship. In doing so, Festus is not just educating the next generation—he is creating a culture of conservation.

A 2020 report on biodiversity awareness in Africa revealed that many people living near conservation hotspots are unaware of their natural resources' environmental and economic value. For example, many communities must understand how protecting wildlife can benefit them through ecotourism, employment, and ecosystem services. This lack of awareness creates barriers to effective conservation, as people are less likely to support efforts they do not see as relevant to their lives.

Public awareness campaigns, like those pioneered by Festus, play a pivotal role in changing this narrative. By highlighting conservation's economic and ecological benefits, these campaigns help communities see wildlife as an asset rather than a liability. For example, in Rwanda, the revenue generated from gorilla tourism has been reinvested into local communities, funding schools, clinics, and infrastructure. However, many people remain unaware of this connection, and it is only through targeted communication that such success stories can be shared.

Festus’s use of media storytelling—through documentaries, music, and public service announcements—is a powerful way to bridge the awareness gap. Stories resonate with people; they evoke emotions and inspire action in ways that statistics and policies cannot. By sharing the struggles and triumphs of conservation heroes, Festus raises awareness and provides role models for others to emulate. The Unsung Heroes documentary series he pioneered at Wild Africa is a testament to this, celebrating the often-overlooked individuals who dedicate their lives to protecting wildlife and ecosystems.

Another critical aspect of Festus Iyorah’s work is his innovative use of technology to tell conservation stories. From drones capturing beautiful landscapes of national parks to high-definition cameras documenting the movements of wildlife, technology has become an invaluable tool in conservation communication. These visuals are not just aesthetically pleasing; they are educational and impactful, showing audiences the beauty and importance of the natural world.

The use of drones is particularly noteworthy. In addition to providing breathtaking footage, drones can monitor wildlife populations, track illegal activities like poaching, and assess habitat changes. When this footage is shared with the public, it raises awareness and builds transparency and trust in conservation efforts. Festus has successfully leveraged this technology to create compelling narratives that inspire action. Alongside his team, the stories of local conservation heroes, through the unsung hero series currently live on YouTube and is to be premiered on DSTV.

By collaborating with traditional media outlets to promote conservation stories and reports, Festus ensures these stories reach a broad audience. Television programs, radio broadcasts, and online platforms are conduits for spreading conservation messages far and wide. Importantly, these efforts are not confined to urban centres; by partnering with community radio stations, rural populations are not left out of the conversation.

As threats to biodiversity continue to grow, the need for effective conservation communication becomes increasingly urgent. Festus Iyorah’s work underscores a fundamental truth: conservation is about protecting wildlife and changing how people think, feel, and act. Public awareness and understanding are the cornerstones of any successful conservation strategy, particularly in regions like East Africa, where human-wildlife coexistence is necessary and urgently needed.

Festus’s focus on education, storytelling, and technology provides a blueprint for the future of conservation communication. By engaging people in a way that is accessible, relatable, and inspiring, he is creating a movement that transcends borders and generations. His work reminds us that conservation is not just the responsibility of governments and NGOs—it is a shared duty that requires the participation of every individual, family, and community.

The story of conservation in East Africa is still being written, and Festus Iyorah is one of its most compelling authors. Through his work with Wild Africa Fund and initiatives like Dr Mark’s Animal Show, he is shaping a new narrative that celebrates nature's beauty, communities' resilience, and the power of education to change the world.

As we look to the future, communication is the next frontier that will positively change public behaviour toward conservation. This can be achieved through awareness and understanding that can inspire action, and it is through action that we can protect the planet for future generations. Festus Iyorah’s efforts in Rwanda, Kenya, and beyond are a powerful reminder of what is possible when passion, innovation, and storytelling unite to serve a more significant cause. His work is not just a solution to the challenges of today—it is a vision for a brighter, more sustainable tomorrow.