What do you think?
Rate this book


363 pages, Paperback
First published January 1, 2013
























You need a metaphoric sense of ownership balanced by the recognition that these are wild animals, not household pets.
An organization called Rare specializes in this kind of work. Their Pride Campaigns use commercial marketing tactics to create a sense of protective ownership for unique local species. Every campaign has a mascot, a friendly face to rally around, even if it's a "crawfish." Kids want their pictures taken with the creature; mayors want their picture taken, too. Gradually, the cultural norms shift towards awareness and protection. The approach has proven very successful: the first Pride Campaign...saved the Saint Lucia parrot from extinction by transforming the bird into a folk hero. As with many of the creatures in Rare's growing menagerie, the parrot mascot has become an enduring symbol of island identity, and it still appears in costume at festivals.
come to my blog!