How Keyring Translated OECMs for the Nature Conservancy of Canada

Chances are, you speak a secret language without realizing it. Every profession has its own jargon—useful for insiders, but confusing for everyone else.

That was exactly the challenge facing the Nature Conservancy of Canada (NCC). They needed to talk to governments and landowners about Other Effective Area-Based Conservation Measures (OECMs), lands that have another primary use, but can also be used for conservation. It’s a powerful idea, but not very intuitive and kind of a mouthful to say.

That’s where we came in. The team at Keyring played the role of translator, creating a video that broke down the concept and made it more digestible. Here’s how we tackled it:

Frame the challenge: 

We started by letting the audience know why they should care about these concepts. What problems do they solve? It’s important to get viewers invested right away.

Define your terms:

If you can’t explain your key concepts with plain language or analogies, you need to define your terms. In this video we talk about Protected Areas, so we made sure to explain what defines these lands before using them to help explain OECMs.

Teach through comparison:

Teaching a concept through comparison is super effective for viewers. By relating the concept to something they already understand, you deepen comprehension, retention and simplify complex topics. In the video, defining Protected Areas first gave us a solid point of comparison to explain the more complex idea of OECMs.

Use visual cues:

A picture is worth…well, a lot of words. Consistent visual signifiers like colours or shapes make abstract ideas easier to grasp and help viewers see how everything fits together. Our brains love patterns. Here we used squares to illustrate Protected Areas and circles for OECMs. This shape language is carried throughout the video to build mental links and reinforce understanding.

Final Thought

We loved working with NCC on this one. We’re all just one small part of the incredible tapestry of life on this planet, and it’s on us to preserve the spaces we need to thrive together.  Check out the video if you’d like to learn more about one of NCC’s many initiatives!

If you’re ready to explore how video could help you connect, educate, or advocate more effectively, we’d love to talk.