Framing of Message

It is important to pay attention to how pro environmental messages are worded. Due to the fact that most conservation projects aim for people to spread the word of orang-utan conservation, the conservation message must be well framed. Instead of using “conservation”, it can be replaced with “protection”. The word “conservation” creates the perception that it is a sacrifice on the part of humans while “protection” creates the impression that the orang-utans are vulnerable animals and they are required to be taken care of. This means that the underlying message would be the same, with the information being phrased differently