A recent survey to measure the levels of environmental awareness of people in the six OECS independent States, has suggested that “culture, history and population calls”, will have to drive future communication directions. The survey – “Environmental Awareness in the OECS” – was aimed specifically at assessing people’s Knowledge Attitude and Practice (KAP) in relation to the environment and protected areas. According to the study, with the exception of St Lucia and Dominica, which showed a slightly greater level of awareness than that of other countries, people of the OECS seem to lack familiarity with environmental issues. Findings indicate relatively high sensitivities for respondents’ immediate surroundings, especially that concerning the built environment, but little understanding of the natural environment and even less so, of protected areas. One barrier identified was the misunderstanding of environmental terms, often perceived as jargon. For example, the study found that while people spoke relatively comfortable about environmental experiences such as hurricanes, storms and droughts, there was far less ability to articulate on “exotic or invasive species”. Likewise, it was easier for persons to list garbage disposal and water pollution as threats to the environment, than the loss of species or over-fishing. The population’s view of the impact of hurricanes on the environment was especially significant. Results indicate a very narrow understanding that seems to suggest that the destruction of what is human built equates to environmental destruction rather than the medium and long-term environmental impact on human survival by the loss of trees, damage to corals reefs, and sedimentation of rivers. More effective information, education and communication efforts are needed While the study states many deficiencies in the knowledge of the population at large, it also suggests that those responsible for conveying critical messages on the environment have contributed to these deficits by their lack of ability to effectively communicate, particularly in the choice of terms and use of ad hoc information approaches. The study also indicates that people show relatively high interest in learning more, “a majority seemed genuinely interested in acquiring more information for their own, as well as for their communities’ improved understanding of, involvement in and management, of related activities.” Choosing the right Communication Tools Although radio was found to be “an important past source of information about the environment” particularly as a result of its wide reach, the study indicates that “respondents identified television as an important, likely effective and preferred source of information on the environment”. On the other hand, Newspapers, as well as the internet were found to be far less used and less favoured as information sources, and these were therefore not highly recommended as tools to communicate on the environment at this time. These tools, the study suggests may be used sometime in the future with very careful consideration, for select audience segments. Interestingly, one of the most preferred sources of information, according to the study, was for small group sessions such as workshops, seminars and the like, “these were described as effective means for learning of environmental issues”. Persons tended to believe that such sessions provided a less threatening atmosphere that encouraged interaction and therefore enhanced learning. Strategies to Improve Awareness Levels In order to achieve improved understanding of the environment, the study recommends: The use of environmental officers as communicators – these persons were found to be the most “trusted sources” of environment information - they must however be well trained as “repositories of related information, and conveyers of requisite messages”; The use of communication strategies that include special community interventions; Increased and sustained focus on creating a communication approach that utilizes the “Integrated Marketing Communication (IMC) framework’; Creating a suitable and enabling environment within which messages of regional importance are conveyed to local audiences, with clear relevant local examples to which targeted audiences can relate and respond to; It will also be important to increase regular contact with target audiences over extended periods with special consideration for use of different media and approaches, the Study stated. The KAP Study is a seminal piece of research undertaken by the OECS Secretariat through the work of joint consultants Cultural Marketing Communication (Caribbean) Ltd and Business and Environment Management Services. The Study, specially conducted to fulfill the awareness mandate of the OPAAL Project, was funded by the World Bank, the OECS, and the Fonds Francais pour l’Environnment Mondial (FFEM). Findings of the study will be used to inform awareness strategies and environmental programmes. Reprinted from Caribbean Net News caribbeannetnews.com