en campaigning for conservation

campaigning for conservation
billboard in china

creating sustainable behaviors through best-in-class training

Whether you are trying to reduce unsustainable hunting, destructive fishing, habitat destruction, pollution, or the degradation of watersheds, you need community support to achieve your conservation goals.

Conservation is about people, their attitudes and behaviors. When you change these, you can change the world.

Campaigning for Conservation 2014

a commitment to empowering partners

Campaigning for Conservation is a 10-day hands-on training that is designed for full time field-based outreach staff to build understanding and support in their constituencies for conservation.

Trained participants who ran campaigns in 2014 reported powerful results:

70 percent
decrease in Illegal hunting of migratory birds compared to the prior year.

farmers trained in scientific fertilizer application methods. 2,312 farmers benefited indirectly from their demonstration plots.
increase in price for farmers trained in producing eco-friendly honey, compared to selling regular honey.
training schedule
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Day 1
Foundations of social
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Day 2
Effective survey creation
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Day 3
Research techniques
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Day 4
Campaign messaging & design
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Day 5
Children's outreach
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Day 6
Children's outreach
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Day 7
Youth outreach
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Day 8
Adult outreach
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Day 9
Adult outreach
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Day 10

hands-on immersive training

case study: Jamaica 2015

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    Campaigns for Conservation Training

    Campaigning for Conservation training is held at a host site that has one or more of the general threats that are relevant to training participants. In 2015 The Nature Conservancy and USAID asked Rare to lead a training in Jamaica at Bluefields Bay Fish Sanctuary, where overfishing was the common topic among participants.

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    Campaigns for Conservation Training

    The course is residential and intense. Participants came from fish sanctuaries from across Jamaica and spent the entire time in a retreat setting immersed in learning. 

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    Campaigns for Conservation Training

    Short theoretical sessions are interspersed with lengthy practicums where course attendees learn how to create compelling materials for use in their own communities, as well as how to test the materials for efficacy. 

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    Campaigns for Conservation Training

    For example, after learning how to design and conduct quantitative and qualitative research, participants go into the communities around the host site and conduct focus group interviews or questionnaire surveys and then use the data collected to better understand their audience.

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    Campaigns for Conservation Training

    Taught in and around an existing protected area, and using real-life situations to design and test materials ranging from puppet shows and comic books for children; to posters, billboards and songs targeting adult resource-users, participants leave the workshop confident in their ability to design and implement a mini campaign that increases local residents’ understanding and appreciation of nature.

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    Campaigns for Conservation Training

    After the training participants, return home motivated and excited to put into practice what they have learned.

meet your instructors
Paul Butler headshot
Paul Butler
  • 40 yrs experience in conservation behavior change

  • Designed Rare’s campaigning approach

  • Featured in NYTimes bestseller 'Switch' & pubs like Newsweek & the Smithsonian
Kate Mannle Headshot
Kate Mannle
  • 15 yrs experience in biodiversity conservation

  • 9 yrs experience in conservation behavior change

  • Partnering organizations include GLIPSA, CBD Secretariat, TNC & IUCN
Dulce Espelosin Headshot
Dulce Espelosin
  • 13 yrs experience in conservation

  • 8 yrs leading innovative online & offline trainings on behavior change

  • Partnering orgs include USAID, The Nature Conservancy & Manomet
Song Gao Headshot
Song Gao
  • 10 yrs as a trainer & program manager

  • Clients include Nestle, Ruder Finn Public Relations, Asia Catalyst
Michelle Pascual Headshot
Michelle Pascual
  • 12 yrs experience in commercial, cause-related & social marketing

  • Strategist & copywriter for clients like Glaxo Smith Kline, Avon, WWF & The Asia Foundation

I have been doing outreach activities for a long time in the villages, but I had never known social marketing theory and tools. Now that I learned both the social marketing theory and also how to apply them to the work, it’s very helpful for my work back at the site."

Student feedback from post-training survey. Wuhan, China

how to get started

To host a Campaigning for Conservation training for your organization or network, please contact Kate Mannle at kmannle@rare.org.