How to NOT get ahead in advertising – what many conservation NGOs are doing wrong
This year’s International Congress for Conservation Biology had a special double symposium on conservation marketing. What is conservation marketing I hear you ask? Well it’s using the tried and tested techniques from the advertising field, behind which there is a significant amount of research, to increase public awareness and especially change public behavior to aid conservation. Conservation marketing is already being used by several NGOs and initiatives – RARE for example. The Society for Conservation Biology has recently set up a working group for Conservation Marketing and Engagement* as it’s believed that this technique could help highlight many endangered species and highlight important conservation issues.
In this symposium myself and several colleagues had a presentation on why the advertising campaigns of conservation NGOs are doing things wrong – specifically these campaigns are often geared towards fundraising, telling members and especially donors what a great job they’re doing, launching surveys or petitions that do little to help conservation, oh and more fund- raising. The general public has a dire understanding of the need for biodiversity conservation or endangered species, and instead of increasing awareness and getting the public to change their behavior to act in a more pro-conservation manner, NGOs are instead concentrating on …hey did I mention fund-raising?!
As the result of many requests for copies of the presentation slides, I’ve decided to make them available for Southern Fried Science. Most of the slides are self explanatory. Feel free to copy and steal memes you like and count up the number of geeky references ….