Open AccessIdentifying Cinderella species: uncovering mammals with conservation flagship appeal
Author(s) -
Smith Robert J.,
Veríssimo Diogo,
Isaac Nicholas J.B.,
Jones Kate E.
Publication year - 2012
Publication title -
conservation letters
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.153
H-Index - 79
ISSN - 1755-263X
DOI - 10.1111/j.1755-263x.2012.00229.x
Subject(s) - threatened species , flagship species , appeal , conservation dependent species , endangered species , biology , iucn red list , near threatened species , citizen science , ecology , environmental resource management , business , political science , habitat , economics , botany , law
International conservation NGOs rely on flagship species campaigns for fundraising but this approach has been criticized for benefiting a limited number of species. However, this criticism assumes these campaigns do not fundraise for broader issues and that alternative species with similar appeal to the target audience exist. We investigated this by: (1) recording the use of threatened mammal species in international NGO flagship campaigns, and; (2) using these data to identify “Cinderella species,” which we define as aesthetically appealing but currently overlooked species. We found these NGOs only used 80 flagship species and that 61% of their campaigns only raised funds for the species itself. We also found these existing flagships are generally large and have forward‐facing eyes and that there are 183 other threatened species with similar traits. Thus, the current approach is overly limited but NGOs could overcome this by adopting some of these Cinderella species as new flagships.