Diogo Veríssimo

Using marketing theory and tools to advance biodiversity conservation

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Marketing

How Do You Protect Something Most People Will Never See?

07/05/2024

Nice to be quoted in this article in the Revelator about the use of flagship species.

Posted in: In the popular press Tagged: Conservation, Flagship species, Marketing, Social Marketing

Unveiling the ‘Beauty Bias’

13/02/2024

In the realm of conservation, the fate of many endangered species hinges not only on scientific assessments but also on public perception and support. However, a troubling phenomenon has emerged in recent years – the ‘beauty bias’ – where aesthetically pleasing species receive disproportionate attention compared to their less visually appealing counterparts. This bias has … [Read more…]

Posted in: Publications Tagged: aesthetic, behaviour change, Biodiversity, Conservation, Diogo Verissimo, flagship, Marketing, photoshop

Effectiveness of Value-Framing and Message Valence on Audience Engagement

07/11/2023

LINK: https://gep.psychopen.eu/index.php/gep/article/view/11181 Changing public behaviour is an essential step for successful conservation, and can be achieved through effective use of message framing. However, its use in the conservation sector is not well-studied. We first performed a content analysis to assess what types of framing styles environmental non-governmental organisations (ENGOs) often employ for their social media … [Read more…]

Posted in: Publications Tagged: behaviour change, communication, Conservation, Facebook, Marketing, message framing, social media

Rising with the tide

13/02/2021

Last week I was featured on the “Rising with the Tide” podcast. It was a lot of fun talking about how marketing can be used to help keep our planet biodiverse, discuss the impacts of Harry Potter on the trade in owls and why pangolins make great vloggers. Have a listen below:

Posted in: In the popular press Tagged: Biodiversity, Diogo Verissimo, Marketing, Nature, Podcast, rising with the tide, Social Marketing

Marketing Bears in Bolivia

12/05/2019

This week I was in Tarija, south of Bolivia, leading a social marketing workshop to design an intervention to promote human-bear co-existence in this landscape. I have not had a lot of opportunities to work around social marketing in Latin America, which together with the fact that this is one of the first projects to … [Read more…]

Posted in: Workshops Tagged: Andean bear, Biodiversity, Bolivia, Conservation, conservation marketing, Human-wildlife conflict, Marketing, PROMETA, Social Marketing

The role of social science in conservation – Mongabay Edition

19/09/2018

I had the change to talk to Mongabay.com about the importance of social science in conservation , and more specifically about the use of marketing techniques to influence human behaviours and achieve conservation goals. Have a listen below!  

Posted in: In the popular press Tagged: behaviour change, Biodiversity, Conservation, Diogo Verissimo, Lost & Found, Marketing, Mongabay, social science

When donors are distracted, flagships matter (a lot) less

05/02/2018

NEW RESEARCH! Non-governmental organisations (NGOs) play a key role in biodiversity conservation. The majority of these organisations rely on public donations to fund their activities, and therefore fundraising success is a determinant of conservation outcomes. In spite of this integral relationship, the key principals for fundraising success in conservation are still guided by expert opinion … [Read more…]

Posted in: Publications Tagged: AGS, Australia, Australian Geographic Society, Biodiversity, Conservation, Diogo Verissimo, donation, Donor, Flagship species, Fundraising, Marketing, NGO, non-governmental organization, Plos One

Bushmeat, Radio and Evaluation

24/01/2018

Fresh of press is a new article in the journal Animal Conservation (FULL TEXT HERE). In it we describe an intervention to reduce demand for bushmeat in northern Tanzania. The intervention was centered around the 1-h radio show My Wildlife – My Community which included 15-min episodes of the radio drama Temboni, designed by PCI … [Read more…]

Posted in: Publications Tagged: Africa, Animal Conservation, behaviour change, Biodiversity, bushmeat, Conservation, Diogo Verissimo, Education entertainment, Impact Evaluation, Marketing, PCI MEdia Impact, Social Marketing, Tanzania

Even ugly animals can win hearts and dollars to save them from extinction

22/06/2017

The Earth is home to millions of species, but you wouldn’t know it from the media’s obsession with only a few dozen animals like tigers and gorillas. This narrow focus makes the most of popular fascination with large and cute creatures. Conservationists take advantage of these nonhuman celebrities to raise awareness about important issues and … [Read more…]

Posted in: In the popular press, Publications Tagged: Biodiversity, Conservation, Diogo Verissimo, donation, EDGE, Environment, flagship, Marketing, Online, species, The Conversation, WWF, ZSL

Increased conservation marketing effort has major fundraising benefits for even the least popular species

21/05/2017

Just out in Biological Conservation! Check it out here Conservationists often complain that their study species are ignored by donors. However, marketing theory could help understand and increase the profile and fundraising potential of these neglected species. We used linear regression with multimodel inference to analyse data on online behaviour from the websites of the … [Read more…]

Posted in: Publications Tagged: behaviour change, Biodiversity, Biodiversity Science, Charismatic, Conservation, Donations, Donor, EDGE, Fundraising, Marketing, NGO, Online, species, Ugly, Unappealing, WWF, ZSL
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