en pride

pride campaigns

power of pride

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.

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.

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    Smoking kills.

    Anti-smoking ads began in the U.S. in the 1970s and have spread worldwide, with multiple campaigns produced each year by governments and public health organizations. Between 1970 and 2010 smoking adults in the United States decreased from 37 percent to 19 percent.

    Courtesy: ADESF (Association for Smoker Awareness - Brazil) and Neogama BBH.

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    Click it or Ticket.

    In 1959, Volvo first adopted seat belts as standard equipment in their cars. By 2009, 88 percent of the population used seat belts and they are estimated to save more than 10,000 lives a year, thanks in part to various "Buckle Up" and "Click it or Ticket" campaigns.

    Courtesy: Texas Department of Transportation

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    Only you can prevent wildfires.

    Launched in 1944, Smokey Bear represents the longest running public service announcement in U.S. history. Since then the acreage of forest lost to fires has decreased from 22 million to 5 million acres in 2008.

    Courtesy: U.S. Forest Service

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    Friends don’t let friends drive drunk.

    Since this campaign launched in 1983, more than 68 percent of Americans report they have intervened to prevent drunk driving.

    Courtesy: U.S. Department of Transportation


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. 

Rare has pioneered a methodology for changing behavior in a way that protects some of the world’s most important natural resources.”

Dan Heath, co-author of the New York Times bestsellers Switch, Made to Stick and Decisive

pride performs

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.

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    In Tilacancha, Peru, the marvelous spatuletail hummingbird mascot inspires communities to protect the cloud forest habitat in which it lives, which in turn conserves water resources.

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    This Pride campaign in Mexico uses logos and targeted messages similar to commercial marketing techniques. The social marketing approach inspires behavior change. “The water at your house comes from the jungle,” says the poster on the right.

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    Billboards in Amlan, Philippines, show community members that by respecting no-fishing areas, fish stocks can recover. A phone number on the sign tells people to report any infractions. 

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    The red knot mascot in San Antonio Bay, Argentina, leads a conga line with community members.

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    A simple button can inspire pride. In China, a local schoolgirl treasures a pin featuring the endangered finless porpoise.

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    In Madagascar, spreading conservation messages does not require big budgets, just a lot of innovation. Fishers painted their sails with messages to inspire sustainable fishing behaviors. 

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    In Belize, Rare Fellow Olivia Carballo-Avilez teaches community members and schoolchildren about soil erosion.

    Photo: Jason Houston

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    Volunteers at a campaign event in Rio Cali, Colombia, sport their campaign T-shirts with pride.

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    “You won’t believe who I just ran into!” Lob Lob the surf-short wearing lobster in Lanuza, Philippines, encourages sustainable fishing in the big-wave community.

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    Calendars/posters in Dongting Lake, China, not only help communities keep track of time, but tell them about how to protect one of the most endangered species on the planet.

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    Rare Fellow, Rina Gamarra, speaks to her community through a local radio program to promote watershed protection in Peru. 

    Photo: Jason Houston