Rare, a U.S.-based conservation organization, works globally to equip
people in the world's most threatened natural areas with the tools and
motivation they need to care for their natural resources. For the last
30 years, at more than 90 sites, and in more than 40 nations, Rare has
focused as much on people as on science-addressing the underlying social
and economic factors that create environmental threats. Rare's approach
has been to develop a suite of social marketing and business development
tools that motivate local communities to protect their natural
surroundings. Rare's signature Pride campaign builds grassroots support
for environmental protection by training local conservation leaders in
the use of commercial marketing tactics to build awareness, influence
attitudes, and enable meaningful change