Not all combats come in loud: sometimes a solid and open approach is what we need. Pasaules Dabas Fonds (PDF) is an environmental NGO in Latvia that tackles environmental disinformation through building an accessible and concise digital pocket dictionary and values the importance of strengthening local capacities in digital tools and communication.
Filling in the gaps
The field of environmental terminology is vast and constantly evolving. As climate discussions evolve and new concepts emerge, the language that is so much needed for clear discussions and understood goals is missing, being misinterpreted or willfully twisted. If you’re a part of a relatively small language community, such as the Latvian language, the challenges to keep up are real. Most of the resources and information are available in English, and while a big part of the population speaks two or more languages, it’s not everyone. Language and knowledge barrier causes a part of the population to be left out of important climate conversations, while those who are at ease with English might struggle to find the right translations in Latvian, needed in legislation, media, education, etc. The language is only one factor, but it surely contributes to the spreading of disinformation.
Pasaules Dabas Fonds (PDF) is the associated partner of WWF in Latvia, and as an environmental NGO, has worked in the field for more than 30 years. When the opportunity of Local Action within the Digital Activism Program appeared, the NGO immediately thought of two things: are we ourselves equipped to properly face disinformation and how can we help our audiences to become more informed and resilient against disinformation?
The Local Action's primary goal was to combat disinformation through well-informed: to ensure that the local population, especially in relevant fields, can access reliable and concise environmental terminology as a baseline. The secondary goal was to increase the internal capacity of the organization to better respond to and manage information load and communication challenges. Implemented between April and October 2024, the project included upgrading the technological capacity and responding-to-disinformation skills on one part and the creation of an open-access online resource with the related communication campaign on the other.
The Local Action was targeted partially at the PDF’s employees and at a wider audience and communities within the organization’s reach. Through the project, some organizational resilience improvements, such as technological upgrades and enhanced communication skills, were achieved within the organization. Many small NGOs working on long-term difficult subjects face similar challenges: the employees meet various capacity limitations and are prone to burnout, which, in turn, reduces their alertness, strategic readiness or capacity to respond to disinformation. The importance of building internal capacity step-by-step cannot be undervalued.
The biggest impact was made, reaching a wider audience with the “Pocket Dictionary of Environmental Terms” and the campaign. The campaign emphasized the importance of precise language, knowledge and trusted information sources when combating disinformation. Through a focus group approach, more than 40 environmental school clubs’ coordinators and teachers were reached, as well as representatives from other environmental NGOs, and 20 media representatives received the terminology resources.
Indirectly, the social media campaign reached over 173,000 individuals, spreading awareness about reliable climate-related terminology and combating disinformation. The initiative was focused on Latvian-speaking communities and on relevant field representatives (media, education, policy institutions, etc.)
The implemented action made a significant impact by addressing a key gap: the lack of clear, reliable environmental terminology in the local language. By creating the “Pocket Dictionary of Environmental Terms”, the project made crucial climate and nature-related terms more accessible to the general population, promoting both knowledge and better language use. What is significant is that this resource will be available and used even after the project ends, and it has the potential for continuous upgrade.
[Attractive design is an important part in audience engagement for the longevity of the product. Design: Marta Folkmane, @artasgrams ; Project: Pasaules Dabas Fonds]
Starting with oneself
The Local Action had notable impacts on various groups. Educators found the pocket dictionary valuable for helping students better understand climate concepts, while media professionals benefited from the clarity and precision it provided for reporting on environmental issues. Internally, Pasaules Dabas Fonds staff improved their communication strategies and efficiency, strengthening their ability to combat disinformation: “True resilience comes from within. To help others be more informed and engaged in so much-needed climate and nature action, we have the responsibility to identify and admit our own limitations and to educate ourselves”, says Madara Merle, the climate program lead.
[As part of the project, the team receives communication training. Photo: Madara Merle, Pasaules Dabas Fonds]
The implementing organization faced several challenges during implementation. One obstacle was the time-consuming process of cross-checking environmental terms with Latvian language resources and expert input, which made keeping the dictionary accurate and relevant difficult. Additionally, the small team and divided responsibilities created capacity constraints, making it challenging to stay on track with project timelines. Despite these hurdles, adjustments were made to successfully meet project objectives.
The Local Action achieved several key accomplishments. It successfully created an open-access pocket dictionary with 100 environmental terms, filling a crucial information gap for the Latvian-speaking community. The social media campaign exceeded expectations, reaching over 173,000 people, while direct engagement reached several hundred people, including the focus group audiences. The project strengthened the overall capacity of the implementing organization by improving digital tools and enhancing staff communication skills. Overall, the project increased public understanding of environmental issues and improved the PDF’s and their reach audiences’ ability to tackle disinformation.
The importance of core values
Sometimes the most effective approaches are quiet and purposeful. This Local Action exemplifies this. By creating an accessible digital pocket dictionary of environmental terms, PDF tackled a pressing issue – climate and nature disinformation – while strengthening its internal capacities. The most important takeaway from this project is the power of simple, clear information in combating disinformation and empowering communities: sometimes what people want to receive and what is surely needed more is simple, understandable and trustworthy information, without the shiny and loud distractions.
This project can be an encouragement for other organizations: small capacity isn’t always small impact. Focused efforts that solidify the baseline can have a wide-reaching and lasting impact. Investing in reliable information and communication tools is a crucial step in fighting misinformation and promoting environmental awareness. Whether you're an educator, journalist, or activist, clear, respectful and accurate communication is key to driving positive environmental change.
Watch the video in which Madara Merle shares how the Local Action was developed:
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Accept cookiesAbout Pasaules Dabas Fonds: Pasaules Dabas Fonds is a non-governmental organization registered in Latvia since 1991, an associate partner of the World Wide Fund for Nature (WWF). PDF's mission is to build a future where people and nature live in harmony. The organization aims to protect nature in order to preserve genetic, species and ecosystem diversity, to ensure the sustainable use of renewable natural resources now and in the future, and to help reduce pollution and wasteful consumption of natural resources and energy.
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Background illustration: Dictionary cover (Design: Marta Folkmane, @artasgrams ; Project: Pasaules Dabas Fonds).