Abstract
In urbanized societies that are increasingly disconnected from nature, communicating ecological and species awareness is crucial to revert the global environmental crisis. However, our understanding of the effectiveness of this process is limited. We present a framework for describing how such awareness may be transferred and test it on the popular BBC show Planet Earth 2 by analyzing Twitter and Wikipedia big data activity. Despite lacking explicit conservation themes, this show generated species awareness, stimulating audience engagement for information at magnitudes comparable to those achieved by other conservation-focused campaigns. Results suggest that natural history films can provide vicarious connections to nature and can generate durable shifts in audience awareness beyond the broadcast of the show-key factors for changing environmental attitudes. More broadly, this study underscores how open-source big data analysis can inform effective dissemination of ecological awareness and provides a framework for future research for investigating behavioral change.