I work in the field of communications and education services that foster understanding and support for protected areas such as national parks and national historic sites. The goal of this field of work is to help create a shift in attitude and behaviour amongst visitors to our national parks/historic sites to a level where they are supportive and involved in stewardship initiatives. Another key target group is the formal education system including not only students but also educators and teacher institutes. Since behaviour is shaped by values, the field of influencing and shaping values amongst various cultures is another special area of interest.