The need for promoting ABS communication, education and public awareness (CEPA) has been expressed on many occasions. 17 years after Rio, few people beyond a rather exclusive circle of experts know that ABS exists, let alone what it means, what it involves or why it should be important to them.

This is largely due to problems in communicating ABS in a clear and consistent way. ABS involves a broad array of complex issues, which many people find hard to grasp. ABS cannot be heard, seen or touched, and most people don't see any immediate benefits or risks involved in dealing with or neglecting ABS. To them, the matter appears rather abstract.

The pervasive lack of understanding, however, makes it difficult to create political will and momentum. It hampers the negotiation process and impedes the involvement of key stakeholders: How are people to participate if they don't understand what is at stake?

Conventional CBD CEPA approaches have proven insufficient to support more effective ABS communication. This is why renewed efforts are currently being made by the ABS Capacity Initiative for Africa to develop – in close cooperation with stakeholders – innovative ways for "getting the message across"