Conservation’s greatest challenge might be human behavior. People act both on reason and emotion. Rare brings together logic with the powerful emotion of pride — pride of place, pride in community, pride in tradition. Rare’s signature Pride campaigns inspire pride around unique natural assets and create a clear path for local change. Rare disseminates messages to evoke the desired behavior just like the private sector has done for years.
power of pride
marketing for social good
Social marketing — promoting behaviors that benefit individuals and society — and Pride campaigns do not just raise awareness or educate people on an issue, they actually change behavior. Using marketing to catalyze actions rather than selling a product is not novel to Rare. In fact, it has changed social norms across society.
a scientific approach
Marketing begins with understanding who you want to change and what is preventing them from changing. Rare works with local partners to identify target audiences, understand barriers to sustainable behavior and tailor a plan at every community site to help people and nature thrive. Every Pride campaign uses the same theory of change — a testable hypothesis that defines social and biological shifts needed for sustained conservation results — and rigorously measures results.
For more than 25 years Rare has launched over 300 Pride campaigns in more than 50 countries to inspire local communities to adopt more sustainable fishing habits, end deforestation, preserve habitat and save species. Pride increases and accelerates the adoption of conservation solutions and the change lasts.
pride at work
Pride makes science seriously fun. All Pride campaigns include a lovable mascot based on a local species and innovative events and materials that appeal to children, parents and politicians. Pride makes conservation fun, and it sticks.