RARE-Changing the way people relate to nature

I found this group through my research on sustainable travel. Their organization is over thirty years old and represents one of the best examples of evolution of their mission and methods to help save endangered species.

'Rare specializes in social marketing – a method for changing attitudes and behaviors that has been successfully applied by other organizations to such issues as seatbelt use, smoking, pollution, teen drug abuse, and reproductive health.

Rare is the leader in social marketing for biodiversity conservation — with a successful track record in more than 50 countries to date. We train and support leaders from the world’s top environmental organizations, local grassroots groups, and governments – all of which are increasingly aware that failure to create support at the community level reduces the chance of conservation success.'
www.rareconservation.org/about/