Rare Pride Campaigns
Global (57 countries), Global
Since 1977, Rare has implemented 250+ Pride campaigns in 57 countries using social marketing to inspire conservation behavior change. Each campaign features a charismatic flagship species mascot to build local pride in biodiversity. The approach has protected coral reefs, forests, and endangered species by changing fishing, hunting, and land-use practices.
Theme Areas
Behavior Goal
Adoption of sustainable fishing, reduced deforestation, protection of endangered species, and community-led conservation practices
Target Audiences
Methods & Approaches
Channels
Implementers & Partners
- Rare
- Local Conservation Organizations
- Government Wildlife Agencies
Donors & Sponsors
- Moore Foundation
- USAID
- Bloomberg Philanthropies
Key Takeaways
- 1Flagship species mascots effectively build local pride and emotional connection
- 2Social marketing principles can drive conservation behavior change
- 3Training local conservation leaders ensures sustainability
- 4Barrier removal and positive messaging outperform fear-based approaches