Menorca pReserve

Art for pro-environmental behavior

The Menorca pReserve project uses art to draw attention on nature. The aim is to increase environmental awareness, encourage humans to approach nature with respect and develop pro-environmental behavior.

Why Menorca pReserve? 

We believe the Menorcan Biosphere to be one of the most precious in Europe. But unfortunately, with the increase of tourism, it came under pressure and is endangered (Balearic Islands Tourism Board, 2017 ; Ruiz Altaba & Ponsell, 2001). This is why, at CBS, we wishe to contribute to the preservation of this treasure.  

We want to create a counterbalance to the impact humans have on the territory (especially in summer season) by giving the biosphere a voice and increase environmental awareness.

Our expectation is that this will give rise to pro-environmental behavior, which could help reduce the impact the humans have on the ecosystem. 

As stated by the Balearic Islands Tourism Board (2017), one of the aims for tourism development in the coming years is related to environmental sustainability. Menorca pReserve responds to this by both offering an opening to new touristic interests (related to art and nature) and by making merchandise promoting eco-tourism.

Tourists and inhabitants can help support the Menorca Biosfere Reserve by buying the merchandise (a percentage of the sales will be donated to local conservation biology and other sustainability projects). In exchange they get a uniquely designed product and a chance to contribute to Menorca’s nature conservation.

Do you want to know more about the project? Read it here!


More about the Project

Service/Product

CBS created a collection of prints (Figure 3) based on populations, species, ecosystems or landscapes from Menorca, Balearic Island, Spain. Each print is accompanied by a short informative text about the represented entity (Figure 2).

The aesthetics are suitable for campaign, touristic and design merchandise.

  • Campaign merchandise exhibition, information boards and banners
  • Touristic merchandise postcards, t-shirts, cloth bags, mugs, calendars, keyrings and magnets
  • Design merchandise bedsheets, curtains, tablecloths and wallpapers 

The sale of this merchandise can generate money that could be invested in local conservation biology and other sustainability projects. The prints could work as emblems of the Menorcan biodiversity. 

Mission, vision and core values

Mission 

  • Enhancing low-cost pro-environmental behavior
  • Rebalance and redefine human relationship with nature

This is in line with the aim of the Government of the Balearic Islands to respond to the environmental, social and economic sustainability challenge stated in the Balearic Islands Tourism Board Action Plan (2017).

Vision 

Nature is a perfectly balanced, self-sustainable ecosystem, and humans are part of it. However, when humans have an exploitative attitude toward nature, like for example in tourism and intensive farming, they can disrupt the system (think of habitat destruction, species extinction, erosion and pollution). Small territories like Menorca are especially vulnerable to this because of their size and isolated position. Added to this the increase of tourism which generates more and more disruption, we believe there is a high need to reshape human-nature relationship into a sustainable one, both for humans and non-humans.

Core values 

Render moral respect to nature and natural entities. 

Target Audience

Tourists and inhabitants of Menorca.

Strategy

Promoting environmental awareness and respect with a collection of prints giving a voice to natural entities.

CBS creates a collection of prints suitable for campaign, touristic and design merchandise.

The CBS prints collection has two components:

  1. The affective The use of art to emphasize on the beauty and uniqueness of each natural entity. 
  2. The cognitive Informing the public about how to behave pro-environmentally by (1) educating the public on how each natural entity lives, flourishes, and reproduces and (2) providing low-cost tips & tricks.

Campaign 

Menorca pReserve is best performed through multiple channels. It would be nice if objects in nature (such as info boards) were connected to the production of merchandise. 

We believe that the use of various means of communication (exhibitions, banners, information boards, t-shirts, stickers, etc.) will help broaden our scope and attract more attention on the Menorcan biosphere. 

In other words: a broad deployment of the project will increase our range of action, thus reach more people and, with that, influence more people to develop pro-ecological behavior.

Call to action

CBS seeks contact for collaboration with:

  • Local partners for production and distribution of merchandise.
  • NGO’s to establish a system for the donations from the benefits of the sales.

Tourists and inhabitants can help support the Menorca Biosfere Reserve by buying the merchandise. They get a uniquely designed product and at the same time a chance to contribute to Menorca’s nature conservation.


Reflection and aims

Menorca pReserve uses art to draw attention on nature. The aim is to increase environmental awareness, encourage humans to approach nature with respect and develop pro-environmental behavior.

At Creatief Bureau Sassi, we believe that the common perception of a domesticated nature must change because it has reached its limit. Martin, Maris and Simberloff stated in their article on society and conservation science (2016), that human societies depend much more on nature than has usually been admitted and that the exploitative attitude humans have toward nature is no longer durable. According to them, the current disruptive state of the whole biosphere (think of water/air pollution, eutrophication, acid rain, forest denudation, species extinction) is clearly a symptom of our exploitative attitude and points to a disturbed human-nature relationship.

So, it is high time to rebalance and redefine our relationship with nature. Like Martin, Maris and Simberloff (2016) we believe that nature and natural entities, having their own dynamics and properties independent of our human goals, deserve moral respect. Therefore, it is important to reconsider the values we attribute to nature and natural entitiesand recognize our dependence on them (Martin, Maris, & Simberloff, 2016). This notion of respect will serve to shape a new human-nature relationship, sustainable for both humans and non-humans, and hopefully restore the biosphere. 

Figure 1. The CBS artist created a print from a natural entity emphasizing on its beauty and uniqueness and added a play on words to reinforce the appeal of the image (“Soccarrell me” as in “So, caress me/So, quarrel with me”).

It is known that pro-environmental conscious humans are more likely to express low-cost pro-environmental behavior (like recycling) and seem more willing to accept political changes that promote environmentally friendly behavior (e.g. higher fuel taxes or stricter building regulations) (Kollmuss & Agyeman, 2002; Diekmann & Franzen, 1996; Lehmann, 1999). Also, it is expected that human respect for nature and natural entities grows when there is more environmental awareness (Martin, Maris, & Simberloff, 2016). Therefore, to contribute to a balanced human–nature relation, the Menorca pReserve project focuses on creating more awareness on the different entities in conservation biology: populations, species, ecosystems, and landscapes. As nature and natural entities cannot speak for themselves, the project is there to give them a voice (Martin, Maris, & Simberloff, 2016). 

According to Kollmuss & Agyeman (2002) environmental awareness has both an affective, perception-based component and a cognitive, knowledge-based component. Accordingly, Menorca pReserve responds to both components. The affective component of the project is the use of art to emphasize the beauty and uniqueness of each natural entity. And the cognitive component relies in briefly informing humans about how each natural entitylives, flourishes, and reproduces. From this, a collection of images (prints) from landscapes, soils and living organisms each with their matching word game have been created (Figure 1 and the collection in the photo gallery on the bottom of this page). And each image in the collection is accompanied by a small informative text about the represented entity (Figure 2). Those images are available to use by any NGO (after consultation) to help them raise money or illustrate a project/campaign. 

Thereby, at Creatief Bureau Sassi, we expect that the Menorca pReserve project will enhance low-cost pro-environmental behavior as it promotes environmental awareness and respect. And, with that, we hope to contribute to a balanced human–nature relation in Menorca.

Julia Sassi, Barcelona, 2019.

Figure 2. CBS’s Biologist explains in a short text how the represented natural entity lives, flourishes, and reproduces and gives some low-cost tips & tricks for their conservation. In this example, it’s Soccarrell bord.

The collection


Literature

Balearic Islands Tourism Board (ATB) (2017). Balearic Islands regional context survey, European projects Dpt., 14/06/2017 Updated 24/07/17

Diekmann, A. & Franzen, A. (1996). Einsicht in o ̈kologische Zusammenhange und Umweltver- halten, in: R. Kaufmann- Hayoz & A. Di Giulio (Eds)Umweltproblem Mensch: Humanwis- senschaftliche Zusammenhange zu umweltverantwortlichem Handeln (Bern, Verlag Paul Haupt).

In CALPE 2000: LINKING THE FRAGMENTS OF PARADISE. An international conference on environmental conservation in small territories – 28th September to 1st October 2000, John Mackintosh Hall, Gibraltar -Proceedings edited by Mike Pienkowski – UK Overseas Territories Conservation Forum – September 2001

Kollmuss, A., & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?, Environmental Education Research, 8:3, 239-260, DOI: 10.1080/13504620220145401

Lehmann , J. (1999). Befunde empirischer Forschung zu Umweltbildung und Umweltbewusstsein (Opladen, Leske un d Budrich).

Martin, J.-L. , Maris, V., & Simberloff, D. S. (2016). The need to respect nature and its limits challenges society and conservation science PNAS, 113 (22) 6105-6112

Montmollin, B. de, Strahm, W. (2007). La lista “Top 50” de especies vegetales amenazadas de las islas del Mediterráneo : 50 especies silvestres al borde de la extinción, y las acciones para salvarlas.

Pasta, S., Perez-Graber, A., Fazan, L. and Montmollin, B. de. (2017). Femeniasia balearica. Retrieved from https://top50.iucn-mpsg.org/species/30

Ruiz Altaba, C. & Ponsell, L. (2001). Tourism and Biodiversity: the Balearic experience