PROJECT DESCRIPTION
BACKGROUND
Understanding, acceptance and appreciation of the Natura 2000 network of protected areas is crucial to the protection of Europe’s natural heritage and counteracting biodiversity loss. As elsewhere in the EU, there is a lack of public understanding of the aims and importance of Natura 2000 in Bavaria, Germany. Negative perceptions of the network make it difficult to implement conservation strategies and management plans.
OBJECTIVES
The LIFE living Natura 2000 project sets out to improve the image of the Natura 2000 network through an extensive communication and information campaign in Bavaria aimed at changing the perception and behaviour of relevant stakeholders. Negative perceptions of Natura 2000 are a widespread problem, giving this project significant potential for transferability and replicability.
The following specific objectives will be pursued:
Raising awareness of the Natura 2000 network, its aims and objectives, specifically focusing on relevant target audiences; Increasing the willingness of key stakeholders, particularly landowners and land users, to cooperate in Natura 2000 actions; Establishing and improving the cooperation between public administrators and policy- and decision-makers; Building international, national and regional networks to promote the exchange of information and knowledge on the fulfilment of Natura 2000 goals; and Ensuring the Natura 2000 is seen in the media as a positive, future-oriented network. In the medium term it is expected that the project will promote cooperative implementation of the Natura 2000 network in at least half of the sites in Bavaria. It will thus contribute to the achievement of the key aims of the Habitats and Birds directives.
Expected project outputs include:
Approximately 135 000 visitors to the project website/Facebook page; 74 000 visitors taking part in an interactive touring exhibition presented at 50 locations; Project flyers distributed to about 94 000 people from target groups; An audience of 66 000 people targeted with three project films; More than 200 online/print, radio and TV reports on the project by the media; Some 2 480 participants in 44 events for target stakeholder groups; Establishment of 40 Natura 2000 partners and partnerships; Creation of a network of 350 regional multipliers, 150 transregional multipliers and 28 Natura 2000 ambassadors; 100 school classes to participate in the Natura 2000 day; Eco-tourism: creation of 25 hot spots for Natura 2000 recreation sites and an interactive biking/hiking guide with 20 Natura 2000 tours; Establishment of a network and market for Natura 2000 products; Ultimately, the project is expected to reach the following results:
A more positive image and better acceptance of the Natura 2000 network in Bavaria; 80% of target audiences and at least 50% of the general public will be aware of the actions within the project’s communications campaign; Audiences will be better informed about the Natura 2000 network, its value and its role in protecting ecosystem services; There will be more visits to Natura 2000 sites by the general public and the demand for field trips and guided tours will increase; and Landowners and land users will be more willing to actively cooperate with Natura 2000 network goals. This will increase demand for agri-environmental funds and subsidies aimed at conservation and -sensitive land use.
