Wildlife Consumer Behaviour Change Toolkit

Rare and its Pride Approach to campaigning and behaviour change

Pride approach to campaigning and behaviour change

 

Paul Butler, Senior Vice President of RARE

 

Paul provides an overview of Rare and its Pride Approach to campaigning and behavior change, introducing a simple Theory of Change that the organization and its partners use in campaign design; he delves into two of the twelve “principles” that under-pin the Pride approach - namely 'Speak to the heart’ and 'Get people to talk'.