By RARE 2003 This document presents RARE's Pride Campaign as a social marketing tool for awareness raising. Through 15 years of work in more than 30 countries, Pride campaigns have built momentum for conservation by turning a charismatic flagship species-such as the St. Lucia parrot in St. Lucia or the manatee in Belize-into a symbol of local pride. Through a combination of grassroots and mass-marketing techniques, ranging from catchy songs about the flagship species to church sermons, music videos, and puppet shows, these campaigns generate broad-based support for ecosystem protection on a regional and/or national level. Español (resúmen, 4 páginas, PDF, 273 KB) 4.60B.pdf