## 5 Discussion
Key components are articulating a Theory of Change that begins with knowledge and ends with a conservation result, along with specific objectives and measurable indicators for each target audience. Data about audience knowledge, attitudes, or behaviors are collected before, during, and after campaigns to evaluate these indicators. Other indicators may monitor exposure to various media components of a campaign, perceptions of campaign messages, participation in campaign events, and independent media reports about a campaign [117]. Different communication approaches may be needed at each stage of behavior change, and people may need to receive messages through multiple channels, which provides support for a diverse communication strategy [2; 118]. To date, most of the WOM communications have focused on improving knowledge of the Mekong ecosystem. Impact has been measured in terms of the overall reach of media products, and participation in project events. More recent efforts have focused on communicating about specific actions, such as illegal fishing with electrical devices or throwing trash in the river. There exists great opportunity for the project to focus on communication strategies to promote specific actions among audience groups of interest, such as making pledges, participating in river cleanups, or finding ways to promote and share pride in Cambodia's unique natural heritage. Additionally, targeted surveys of WOM audience members could be employed to evaluate perceptions and attitudes about environmental topics. Another important element of environmental education is skill and capacity building and enabling sustainable actions [5; 32; 37]. To that end, WOM is also developing a series of training courses related to conservation research and communication skills. Through their engagement with online stories and participation in WOM events, Cambodians have demonstrated great interest in learning about the country's biodiversity. Profiles of fish species were particularly popular, as these types of stories are not found in other media sources in the country. People who do not live near the Mekong environment are unlikely to have encountered many of the river's fish species firsthand; therefore, these stories are a valuable means of raising awareness about aquatic biodiversity. Taking a diverse approach to communication has helped WOM celebrate Cambodia's unique natural wonder, and foster pride in local role models and local stories. A bilingual Facebook page and thoughtful content have been effective for engaging a broad audience, while tangible products such as a fish coloring book have helped facilitate in-person interactions, particularly in rural areas. A cross-cutting initiative to amplify the stories of local conservationists using multiple forms of media has been particularly well received. Future opportunities may include monitoring and measurement of the impact of outreach strategies to better understand shifts in attitudes and behaviors. Increased and improved communication is acutely needed to advance the conservation of freshwater fishes and their habitats [36], and this review covers several communication tools adopted by WOM in the Lower Mekong Basin that may assist other conservation organizations. **Author Contributions:** Conceptualization, E.K.L. and Z.S.H. ; writing--literature review and synthesis, J.C.E., E.K.L., and E.G.R. ; writing--case study examples, E.K.L., L.S., C.C., S.K., S.L., S.C., D.T., and Z.S.H. ; writing--review and editing, E.K.L. ; project administration, Z.S.H. ; funding acquisition, Z.S.H. All authors have read and agreed to the published version of the manuscript. **Funding:** This work was funded through the USAID's 'Wonders of the Mekong' Cooperative Agreement No: AID-OAA-A-16-00057. **Informed Consent Statement:** Not applicable. **Data Availability Statement:** Restrictions apply to the availability of these data.