Identifying Cinderella species: uncovering mammals with conservation flagship appeal

Smith, Robert J. and Veríssimo, Diogo and Isaac, Nicholas J.B. and Jones, Kate E. (2012) Identifying Cinderella species: uncovering mammals with conservation flagship appeal. Conservation Letters, 5 (3). pp. 205-212. ISSN 1755-263X. (doi:https://doi.org/10.1111/j.1755-263X.2012.00229.x) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Official URL
http://dx.doi.org/10.1111/j.1755-263X.2012.00229.x

Abstract

International conservation NGOs rely on flagship species campaigns for fundraising but this approach has been criticized for benefiting a limited number of species. However, this criticism assumes these campaigns do not fundraise for broader issues and that alternative species with similar appeal to the target audience exist. We investigated this by: (1) recording the use of threatened mammal species in international NGO flagship campaigns, and; (2) using these data to identify “Cinderella species,” which we define as aesthetically appealing but currently overlooked species. We found these NGOs only used 80 flagship species and that 61% of their campaigns only raised funds for the species itself. We also found these existing flagships are generally large and have forward-facing eyes and that there are 183 other threatened species with similar traits. Thus, the current approach is overly limited but NGOs could overcome this by adopting some of these Cinderella species as new flagships.

Item Type: Article
Uncontrolled keywords: Charismatic megafauna; conservation fundraising; flagship species; mammals; marketing
Subjects: Q Science > QH Natural history > QH75 Conservation (Biology)
Divisions: Faculties > Social Sciences > School of Anthropology and Conservation > DICE (Durrell Institute of Conservation and Ecology)
Depositing User: Bob Smith
Date Deposited: 28 Jan 2013 16:00 UTC
Last Modified: 26 Jun 2013 10:08 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/31461 (The current URI for this page, for reference purposes)
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