## 3 Media-Based Communication Strategies
### Visual Media  
Scientists have long utilized visual media such as photography and videos to collect data and document the scientific process, but such media can also be used to tell stories about research and conservation efforts [88]. Examples include the creation of video abstracts to summarize research efforts [89], or the addition of videos and photos to conservation-related social media posts to generate more engagement [90]. However, a general lack of photos and videos depicting freshwater animals in their natural habitat, partly due to the filming challenges posed by underwater environments, has acted as a major impediment to implementing visual media-based approaches to freshwater conservation outreach and education efforts. The majority of images and videos of freshwater animals in popular media emphasize their utilitarian value to humans (e.g., photos of fish as food or of anglers holding landed sportfish) rather than their intrinsic or ecological values [91]. This, in turn, leads to a less balanced representation of freshwater conservation issues, as major media outlets often judge potential stories on associated visual content, as well as verbal content [91]. Fortunately, online media platforms allow freshwater scientists, conservationists, and recreationists to share images of aquatic species expressing natural behaviors within their habitats, contributing to a more nuanced representation of freshwater organisms. Video is another effective medium to connect viewers with environmental content both visually and emotionally. Well-researched and emotionally moving documentary films can highlight iconic species (e.g., _Orcinus orca_ in the film \"Blackfish\") or conservation issues, and can be used in conjunction with social media campaigns to prompt social action [85]. Online platforms such as YouTube and Vimeo make it possible for organizations to easily share video content. However, the sheer volume of videos shared on these sites means additional effort, such as advertising or promotional campaigns, is required to reach and engage with new audiences [92]. More targeted alternatives include research-related film screenings at scientific meetings, as well as scientific or conservation film festivals for the public [92]. Students can also be engaged in environmental issues through youth filmmaking projects [88]. Incorporating visual communication as part of conservation projects may require purchasing camera equipment for project staff or hiring a professional to collect appropriate visual media that convey key findings or messages in an engaging manner [88]. With photo and video equipment and video editing software becoming increasingly affordable and available, the possibilities for implementing visual media-based outreach will continue to increase. Although audiences often engage with visual media remotely when it is distributed online or through media outlets, hosting photo exhibitions and film screenings can allow for impactful in-person interactions and discussions associated with visual media (Table 1). With the exception of printed visuals, digital photos and videos typically require the audience to have access to technology, which may limit their reach in rural areas. Videos, in particular, take a high level of effort to produce compared to other types of media, especially with regard to filming interviews and editing, and distribution can take a moderate level of effort, depending on whether the content is distributed online or through an in-person event. The final products can ultimately have a very large reach, especially when distributed online or through social media platforms. WOM Case Study  
The WOM project has used visual media extensively as part of its communication strategy.