In her nearly 20 years with Cows and Fish, Norine Ambrose has focused on working with landowners, communities and natural resource professionals to help them recognize the value of riparian areas, and what they can do to maintain these areas as healthy, productive pieces of our landscape. Norine’s work with community leaders, organisations and agencies emphasises sharing lessons learned in effective program design and delivery. She combines wetland ecology research with her farm upbringing to help bridge science, management and education. She believes strongly that those who manage and use the land are critical to ensuring a healthy landscape.



Delivering Unpopular Messages: Understand Why People Don’t Hear the Message and How You Can Be More Effective

Delivering unpopular messages is a common challenge facing conservation organizations. Cows and Fish share their experiences delivering sometimes unpopular messages. Better understanding our audiences, their fears, and how they may respond to unpopular messages can help us be more prepared, understand their concerns and ultimately, be more effective at developing and delivering messages. Participants will identify one of their unpopular messages, determine why it is unpopular, and identify strategies to address these challenges. This workshop will be an opportunity to think critically and come up with solutions, while sharing experiences and getting input from others.


Look for this workshop in the Thursday Morning program at 10:45 am. If you haven’t already, get your tickets to the 2019 Environmental Gathering!


Explore this environmental solution through the lens of these United Nations Sustainable Development Goals:

Alberta Ecotrust 2019 Environmental Gathering United Nations Sustainable Development Goal 6 Clean Water Sanitation

Alberta Ecotrust 2019 Environmental Gathering United Nations Sustainable Development Goal 15 Life on Land