Law, James Sik Yin2012-04-272012-04-272012-04-272012http://hdl.handle.net/10012/6669The implementation of UNESCO Biosphere Reserves (BR) in Canada is strongly dependent on grassroots community-based support and understanding. The recent calls for the Oak Ridges Moraine and adjacent Greenbelt lands (ORMGB) to be designated a BR require that a communications strategy be created to garner local support. Taking into consideration complex systems theory, this study looked to build a communications framework that combined higher-scale social organizing literature like social movement and environmental campaigns more detail-focused group dynamics and strategic communications research. Applying this framework to the ORMBG landscape revealed key target audience groups and messaging for the BR communications strategy.enOak Ridges MoraineBiosphere ReserveCommunications strategyenvironmental communicationsMaster ThesisEnvironmental and Resource Studies