Bay Area Youth Environmental Coalition

To achieve lasting environmental protection, conservationists need to increase dramatically their investment in outreach to those who often have the biggest impact-local communities. Rare specializes in building community support for conservation and changing harmful behaviors. Rare runs what are called Pride campaigns - so named because they inspire people to take pride in and protect the natural assets that make their communities distinct.

Pride training and implementation of a campaign last two years and include hands on mentoring from the moment you apply, through the design and duration of the campaign and into development of a post-campaign follow up strategy.

Following are the steps involved with running a Rare Pride campaign.

• A dynamic local leader to manage the campaign is identified and their organization applies to join the Rare Pride program via the Rare website.
• This Campaign manager attends 11 weeks of training at one of Rare's universities.
• A project plan to guide implementation and impact assessment at the site (including short and long term conservation goals) is developed in collaboration with Rare.
• Each campaign uses a local charismatic flagship species to serve as an icon and messenger for broader conservation themes.
• A toolbox of over 40 social marketing strategies is used to target key segments of the population. These communications tools include music, dance, billboards, puppet shows, radio programs and volunteer support from local celebrities to begin creating an emotional attachment between communities and their natural heritage.
• Attitude and behavior change are carefully measured with pre and post campaign surveys and control groups.
• The campaign manager returns to the university to present results, develop a long term follow up strategy and graduates from the program.
• The manager joins Rare's Global Alumni Network and gains access to many online and offline tools, including case studies, discussion forums, opportunity to apply for follow up grants, and ongoing mentoring and problem solving support from over

Rare has trained more than 120 local leaders across the globe to run Pride campaigns. These campaigns have influenced nearly six million people living in 2,400 remote communities, and have enhanced the protection of 77 million hectares of important terrestrial and marine habitat.

A few examples of what local Pride partners have achieved:

• Salvador Garcia's Pride campaign resulted in a 78% reduction in forest fires and mobilization of 2,000 volunteers to collect 16 tons of garbage and clean up major watershed in Manantlán, Mexico.
• Hirmen Syofyanto's Pride campaign in the Derawan Islands created resounding community support for the 1.2 million hectare Berau Marine Protected Area and helped adoption of less harmful fishing techniques by local fishermen.
• In the Samburu district of Kenya, the number of bushland and forest fires dropped by 93% during Titus Letaapo's Pride campaign; and he trained 55 herders in sustainable grazing practices and helped them create a set of grazing bylaws for widespread adoption.
• In China's Yunnan Province, campaign manager Angela Cun, increased community awareness and protection of the Laojunshan Nature Reserve and reduced illegal hunting threats to the endangered Yunnan Golden Monkey.

• Knowledge of Pride and Obligations: How well your agency understands the nature of a Pride campaign and how it fits into your organization's overall strategy.
• Understanding the Site and Threats: Your history of success at the chosen site and whether Pride is the right solution to reduce threats to biodiversity.
• Potential for Sustainability: The history of your organization in sustaining conservation efforts and potential to integrate social marketing tools into your programs.
• Site Quality: The biological significance features of your site.
• Potential Impact and Theory of Change: The links between the campaign's potential activities, threat reduction, and biodiversity conservation.