WWW
198 slide:ology
Rare, a U.S.-based conservation organization, works globally to equip
people with the tools and motivation they need to raise awareness about,
and in turn protect, the vital natural resources in the world’s most threat-
ened areas. Rare’s strategy uses localized, culturally relevant means to
get the message out. They create mascots, use local media, and employ
various integrated marketing pieces like posters and bumper stickers to
reach and educate all ages in the target community. In trying to stick with
the spirit of Rare’s mission, a presentation was designed that aligned with
their grassroots approach to conservation. We even incorporated our own
version of a puppet show: rather than stating the steps needed to become
a Rare Champion, we told a story that showed a journey—complete with
cast members entering and leaving the “stage.” The result illustrates a
process that can be replicated worldwide.
The bottom of each slide highlights the current chapter of the story. It shows the
entire process starting with the moment a threat to the environment is identified,
the several training and planning steps required, and the ultimate goal of engaging
many community members to work together to reduce the threat.
Case Study: Rare
All the World’s a Stage
1. A community conservationist identifies a
potential threat to the environment.
2. The conservationist contacts Rare, and
together they identify a local “champion”
to lead a campaign.
3. The champion is sent to one of several
universities for specialized training.
Creating Movement 199
4. The champion returns to the community
armed with the tools necessary to begin
a “pride” campaign.
5. The champion meets with local activists to
develop and deploy effective strategies.
6. The champion travels to communities,
raising awareness and gaining support.
7. The champion graduates from the univer-
sity program only after proving a successful
campaign.
8. The champion continues to gain support
even after graduation.
9. The process is complete, the threat is
averted, and a community has a new sense
of pride in its environment.
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