The World Economic Forum (WEF) has published a new report on tackling deforestation and preserving the natural world in partnership with a MediaCity data specialist.
Sensu Insight was brought in to track the reputation of REDD+ (Reducing Emissions from Deforestation and Forest Degradation) initiatives and how they’re viewed globally by the public and key stakeholders.
The aim being to create a framework for improving stakeholder awareness and advocacy.
“This research project gave us a clear direction for our REDD+ work, in maintaining and improving how REDD+ schemes are viewed by new and existing audiences,” explained Lucy Almond, Strategic Communications Director, Nature Pillar, at the World Economic Forum.
“Increasing awareness and education is key to the ongoing goal of managing and improving reputation, demonstrating clearly the critical role REDD+ schemes have the vast potential to play in reducing deforestation, forest degradation and lowering emissions, to the benefit of all.”
Sensu Insight designed tracking metrics to extract meaning from digital content and conversation, dating backing as far as 2012. The team captures digital content and conversation for specified terms within targeted topics in order to evidence and track reputation of the subject.
“As REDD+ projects, and environmental sustainability more generally, increasingly step into the spotlight and open out to new audiences, they in turn also gain increased mainstream attention and scrutiny,” added Steve Leigh, Managing Director at Sensu Insight.
“With this, however, come unique opportunities to build reputation and how REDD+ schemes are perceived in the eyes of the public. Building and maintaining reputation is a never-ending mission and improving perception and advocacy for these initiatives relies upon keeping them relevant to the ever-changing agenda and prevailing issues of the day.”
