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