Generally, people have the tendency to contemplate the distant future. They are more concerned with immediate benefits than specific problems that will happen in the future.

A message framing technique known as temporal framing can be used in posters and media campaigns in an attempt to deviate people’s attention to focus on long-term benefits instead of short-term goals.

In this case, conservation projects and campaigns for banded leaf monkey can influence people’s perception by addressing short-term negative consequences of negligence towards the natural environment and banded leaf monkey population. On the other hand, long-term positive consequences should be emphasized. In particular, the research potential for humans in unlocking our own evolutionary past through the study of primates is essential to our understanding of our species.                                                                                    (Photo by Arcadio Pinto)