Global warming, climate change, devastating natural calamities are some of the pressing and challenging problems everyone has to face. The researcher aimed to investigate the knowledge transfer of the environmental education campaign to the people who in turn provide support for biodiversity protection and its ecological requirements. The findings revealed that they became more aware of the positive effects of biodiversity protection together with its adverse effects if there is illegal exploitation through print and broadcast media. However, they cited that they listened to the radio most of the time and seldom did they read printed materials because they are already tired when they get home from the farm. It appears that the radio program is the most effective means of information dissemination. Therefore radio alone may not be sufficient for such campaigns and should be tested more rigorously with adequate controls against other media methods used here. It was recommended that questionnaires to assess the effectiveness of the media should be designed with a ranking on the level of their importance. Media campaigns should be designed and implemented with the same amount of efforts to better assess overall effectiveness. Lastly, Media campaigns should be designed and implemented with the same amount of efforts to better assess overall effectiveness.
ISSN 2244-1581 (Online)
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Philippine E-Journals
