Evaluating Conservation Flagships and Flagship Fleets

Publication and Source

Verissimo, D., Fraser, I., Girao, W., Campos, A.A., Smith, R.J. & MacMillan, D.C. (2013). Evaluating Conservation Flagships and Flagship Fleets. Conservation Letters, 7(3), 263-270.

Short Description

Using flagship species to attract attention to conservation issues and influence behavior is a common, but criticized technique. Some attempts to ameliorate that criticism have used a "fleet" of species for one campaign. However, according to marketing theory, multibrand campaigns can be unsuccessful. This paper presents an evaluation strategy for using flagship species in order to determine whether additional species are needed for a campaign, and, if they are needed, which species should be added to the "fleet".