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Toward a systematic approach for identifying conservation flagships

Veríssimo, Diogo, MacMillan, Douglas C., Smith, Robert J. (2011) Toward a systematic approach for identifying conservation flagships. Conservation Letters, 4 (1). pp. 1-8. ISSN 1755-263X. (doi:10.1111/j.1755-263X.2010.00151.x)


Flagship species are frequently used by conservation practitioners to raise funds and awareness for reducing biodiversity loss. However, uncertainty remains in the academic literature about the purpose of flagship species and little research has been conducted on improving the effectiveness of these campaigns. To reduce this problem, here, we suggest a new definition that further emphasizes their marketing role and propose an interdisciplinary framework to improve flagship identification, based on methodologies from social marketing, environmental economics, and conservation biology. This framework emphasizes that conservationists should specify the purpose of a campaign before working with the potential target audience to identify the most suitable species, and should monitor the success of their campaigns and feed this back into the marketing process. We then discuss the role of return on investment analyses to determine when funds are best spent on high-profile flagships and when raising the profile of other species is more appropriate. Finally, we discuss how the flagship concept can be applied to other aspects of biodiversity, such as priority regions and species sharing specific traits. Thus, we argue for closer collaboration between researchers and marketing experts to ensure that marketing becomes a mainstream part of the interdisciplinary science of conservation.

Item Type: Article
DOI/Identification number: 10.1111/j.1755-263X.2010.00151.x
Additional information: Conserv. Lett.
Uncontrolled keywords: Awareness flagship species funding marketing return on investment WILLINGNESS-TO-PAY UMBRELLAS ATTITUDES TOURISM PREFERENCE
Subjects: Q Science > QH Natural history > QH75 Conservation (Biology)
Divisions: Faculties > Social Sciences > School of Anthropology and Conservation
Faculties > Social Sciences > School of Anthropology and Conservation > DICE (Durrell Institute of Conservation and Ecology)
Depositing User: Bob Smith
Date Deposited: 24 Oct 2011 15:11 UTC
Last Modified: 05 Feb 2020 04:04 UTC
Resource URI: (The current URI for this page, for reference purposes)
MacMillan, Douglas C.:
Smith, Robert J.:
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