Engagement
Stories of the Wild:
The Voice of Conservation in the Digital Age
The Digital Media and Communications Subcommittee drives the Wildlife and Nature Protection Society’s public voice, using storytelling and strategic media engagement to inspire conservation action. In 2024, it amplified awareness on national issues such as the Adani Wind Farm in Mannar and leopard conservation, while strengthening WNPS’s presence across digital and traditional media. Its work continues to ensure that science-based advocacy and creative communication unite to protect Sri Lanka’s natural heritage.
The Digital Media and Communications Subcommittee of the Wildlife and Nature Protection Society (WNPS) continued to be the voice that connects conservation with the public, amplifying the Society’s mission through powerful storytelling, strategic media partnerships, and creative digital outreach.
Since its conception, the Subcommittee has played a defining role in shaping national conversations around conservation, using both traditional and digital platforms to inspire awareness, advocacy, and action. By blending factual communication with compelling narratives, the team helped the Society counter misinformation and engage diverse audiences. Its efforts enhanced WNPS’s visibility as a credible authority on environmental conservation, influencing policymakers, stakeholders, and communities across the island. By leveraging and encouraging media collaborations and pushing for sustained coverage on pressing environmental issues such as habitat loss, human-wildlife conflict, and sustainable development, conservation in the public eye. Through expert appearances by WNPS committee members on national television and radio, the Subcommittee ensured that evidence-based perspectives were shared at scale, contributing meaningfully to policy dialogue and public understanding.
Among its most significant advocacy efforts in 2024 was the campaign opposing the proposed Adani Wind Farm Project on Mannar Island. Recognising the potential ecological damage the project posed, the Subcommittee led a fact-based communication drive that mobilised public awareness and cross-sector support. By engaging policymakers, media, and conservation organisations, it brought scientific evidence to the forefront, ensuring the environmental risks remained central to national debate. This effort demonstrated the power of transparent communication and collaborative advocacy in protecting Sri Lanka’s fragile ecosystems.
The Subcommittee has spearheaded communication for several of WNPS’s key projects that required media and public attention. For the Sri Lanka Leopard Day campaign, a nationwide initiative highlighted the urgent need for leopard conservation. Through visually compelling digital content, press features, and public awareness drives, the campaign deepened understanding of the leopard’s ecological importance and the threats it faces from habitat loss and poaching. It became a rallying point for youth, conservationists, and decision-makers to advocate for stronger protection of this iconic species.
In an effort to further enhance frequent public engagement, the Nations Trust WNPS Monthly Lecture Series was introduced and continues to be one of the Society’s most esteemed communication platforms. Each lecture received wide-ranging media coverage, drawing policymakers, students, and environmental enthusiasts into conversations on critical issues such as climate change, wildlife conservation, and sustainable development. The lectures continued to build WNPS’s reputation as a thought leader, bringing scientific knowledge and public engagement together in meaningful ways.
Over the several years, the Subcommittee’s communications support extended to several conservation milestones. The Anawilundawa Mangrove Restoration Project, recognised in 2024 as a UN World Restoration Flagship, received extensive publicity through dedicated campaigns showcasing its community impact and global recognition. Similarly, the launch of The Way of the Jackal was promoted through a targeted digital campaign that captured public imagination with its creative visuals and messaging under the #SaveTheJackal initiative.
WNPS follows a strong communication strategy with digital media at its core. With over 684 Facebook posts reaching 6.4 million users and 201 Instagram posts reaching more than 2 million (updated info to be shared) the Society’s online presence continued to expand rapidly. Furthermore, creative collaboration with Sarva Integrated ensured platform-specific, high-quality content that captured the essence of conservation stories and mobilised digital audiences effectively.
Although the subcommittee is faced with limited resources and the ongoing battle against misinformation, it continues to strengthen partnerships with media outlets and explore emerging technologies to refine targeting and optimise digital impact. The commitment and creativity of its members and partners have made the Subcommittee an indispensable force in advancing the Society’s mission — giving a voice to nature and ensuring that conservation remains at the centre of Sri Lanka’s national consciousness.