Conservation through social marketing
United States
Photo by Rare

According to Rare, conservation ultimately comes down to people – their behavior toward nature, their belief about its value and their ability to protect it without sacrificing basic community livelihoods. Based on this principle, the organization has developed an innovative model in which it partners with local conservationists around the world to implement behavior-changing social marketing campaigns aimed at protecting biodiversity while providing new avenues for sustainable development. Since 1988, Rare has trained more than 200 local conservation leaders from across the globe in its signature method – the ‘Pride’ campaign – with subsequent campaigns reaching nearly 10 million people living in 57 of the world’s biodiversity hotspots.

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