Evaluating the effectiveness of a public awareness campaign as a conservation intervention: The saiga antelope Saiga tatarica in Kalmykia, Russia

摘要: We carried out an in-depth analysis of a media campaign designed to raise awareness the ecology and conservation Critically Endangered saiga antelope Saiga tatarica in Pre-Caspian region Russia. 250 semi-structured interviews eight villages. The effectiveness was assessed using change opinion over previous 3 years as attitudinal indicator amount pledged for measure behavioural intention. induced positive changes attitudes Reinforcement important, with people's retention information about from being positively correlated their level ecological knowledge species. Similarly, intention towards more likely be individuals who had high exposure species and/or been subject two or different interventions. Level dependent on interaction between date when age respondent. conclude that public campaigns, if take into account socio-demographics cultural background target audience, can effective method improving conservation. © 2012 Fauna & Flora International.