- 1 The Future for Life Campaign
- 2 Center for Conservation and Government
- 3 Advertising
- 4 References
The Future for Life Campaign
Conservation International created a work plan for 2005 to 2010 that was both innovative and comprehensive during its 2004 strategic planning session. To finance the work that would be accomplished in this plan, the Future for Life Campaign was initiated. The Future for Life Campaign supports the three major goals of the work plan and uses three important strategies to accomplish these goals. Every dollar that is donated to Conservation International goes to support this campaign.
Goals of the Future for Life Campaign
The three major goals of the Future for Life Campaign, as identified by Conservation International on their website, are safeguarding valuable species of plants and animals, preserving vitally important landscapes and seascapes, and supporting communities that care for and rely on natural resources.
In addition to safeguarding species, Conservation International also works to help discover and assess plant and animal species, in order to efficiently work to preserve global biodiversity. The specific goal of the campaign is to ensure that, between 2005 and 2010, there are no vertebrate extinctions. Conservation International boasts that scientists have estimated at least fifty species would have become extinct during this time without the work of the organization and their conservation colleagues.
In order to preserve landscapes and seascapes, Conservation International works to implement effective strategies, long-term financial support and community engagement. Scientists in the Center for Applied Biodiversity Science have identified biodiversity hotspots around the globe, which have become the primary focus for preservation. The specific goal of the campaign is to protect 161 million acres of vulnerable landscapes, establish five seascapes and 20 new protected marine areas. Thus far, Conservation International has been able to preserve over 143 million acres of land and 80 million acres of marine area, as well as create three seascapes and 21 new protected marine areas.
Conservation International works to build the capacity of indigenous people and local communities to care for ancestral lands and preserve their natural resources. The specific goal of the campaign is to help indigenous communities protect 62 million acres of their lands. The organization has been able to foster agreements with people in forty indigenous communities to identify and record natural resources. Conservation International has been able to help safeguard 32 million acres of indigenous lands so far.
Strategies of the Future for Life Campaign
In order to accomplish these goals, Conservation employs three main strategies through the Future for Life Campaign: they dedicate themselves to innovation, they raise awareness about conservation, and they maintain a business-like efficiency.
Conservation International is developing innovative methods to address important issues such as human well-being, corporate practices, and climate change. The specific aim is to create innovative strategies and dynamic partnerships in order to help solve problems.
Conservation International is working to raise awareness around a conservation ethic. The specific aim of the strategy is to bring issues of conservation to greater public awareness in order to motivate more engagement in addressing environmental problems.
Conservation International also works to guarantee effectiveness by developing a robust organizational infrastructure to support their work. The specific aim of this strategy is to increase their capacity to seize opportunities by creating a stronger alliance among policy, science and practice. Over 85% of the organization’s expenses go directly to conservation practices.
Center for Conservation and Government
Conservation International’s Center for Conservation and Government develops partnerships with governments at local, regional, and national levels in order to mutually pursue the preservation of natural resources and deal with environmental issues of concern. The Center aids nations in balancing the objective of nature conservation with their unique political, economic, and social situations. The Center has also worked with the US government. They collaborated to form the International Conservation Caucus in the US House of Representatives. The group is tasked with educating policymakers on issues facing the global environment. 
Conservation International has staff in 28 countries. The Center has partnered with a variety of nations, including the United States, Brazil, Madagascar, Cote d’Ivoir, Ghana, Liberia, Belgium, Japan, Philippines, and Liberia. CI also partners with certain government sectors such as the Peru Ministry of Energy and Mines and the Bolivia Vice Ministry of Mining. 
In 2007, major accomplishments in connection with government institutions took place in South America, Africa and Asia and the Pacific. In Para, a centrally located state in Brazil, Conservation International worked with the state government to officially bring seven new areas in Amazonia under protection.
With the help of Conservation International, Madagascar’s government launched the Foundation for Protection Areas and Biodiversity. The government is promoting ecotourism and sustainable land use. To date, the government has given $18.4 million for the project and related environmental areas. President Ravolomanana has also pledged an additional $10 million. 
In Guatemala, an agreement is in place with the US government, The Nature Conservancy (TNC), and Conservation International to reduce Guatemala’s debt to the US and use $24 million in savings to promote conservation of tropical rainforests. The Guatemalan government has said they will use these funds to support environmentally oriented, non-governmental organizations. The US government allocated funds for this purpose via the Tropical Forest Conservation Act and TNC and Conservation International have donated $2 million. (International Law Update)
Conservation International has also worked with the nations of Micronesia. Conservation International and The Nature Conservatory donated $6 million to help the states establish protected areas totaling nearly 200,000 square kilometers. Conservation International’s stated objective, to work closely with government officials to protect the environment, was reaffirmed by President Russell Mittermeier in speaking of his organization’s role in Micronesia, “We hope that the leadership shown by President Tommy Remengesau, Jr. and his fellow heads-of-state will inspire further action to conserve biodiversity, such as the Republic of Kiribati’s decision to protect the incredible Phoenix Islands, one of the largest and most pristine reef systems on Earth.”
In 2005, Conservation International helped in a joint effort to create the Liberia Conservation Action Fund (LCAF). The $200,000 fund is open to Liberian nongovernmental organizations who strive for four main objectives: First, the establishment and management of Liberia’s protected areas. Second, reducing threats to wildlife and improving wildlife management. Third, improving understanding of Liberia’s biodiversity through scientific research. Fourth, improving livelihoods of citizens around protected areas. Conservation International is working with the Forestry Development Authority, Environmental Foundation for Africa, Fauna & Flora International, and the Critical Ecosystem Partnership Fund to administer the funds appropriately. 
Conservation International has a wide range of advertising and promotional tools used to further their message, however most of these rely on creativity. The company does not have a large paid media budget, and thus focuses viral marketing. They utilize the talent of famous actors, artist, models and musicians.
Lost There, Felt Here
Most notable of their efforts occurred in May of 2008, in the form of an “intentionally unusual PSA concept.” The company teamed up with BBDO New York advertising firm for a commercial for their “Lost There, Felt Here” campaign. The 30-second advertisement features the music of Pearl Jam and Conservation International board member, Harrison Ford, demonstrating just how painful deforestation can be to the planet. Ford, the Indiana Jones actor, gets his chest waxed to illustrate the effects of slashing and burning the rain forest and to show just how much it affects us, saying “Every bit of rain forest that is ripped out over there...really hurts us here.” The commercial gained huge momentum by being released prior to the summer hit Indiana Jones and the Kingdom of the Crystal Skull. Alongside that, the PSA has received over 178,342 youtube views with the help of Harrison Ford’s appearance on the The Tonight Show with Jay Leno.
The campaign also features a print ad demonstrating the same issues. The shows an island consumed by forest in the shape of a pair of lungs. In congruence with the television ad, the island has patches missing.“
In an effort to increase the reach of their message, Conservation International made use of two supplemental tactics. The company also purchased Google AdWords such as Harrison Ford and rainforest to help raise awareness and accessibility. They also developed a relationship with MSN’s Green Website allowing them to promote the campaign.
One Percent Can Make All The Difference In The World
However, this is not the first time Harrison Ford has spoken out for the company. Prior to the Lost There, Felt Here campaign he also participated in their One Percent Can Make All The Difference In The World campaign. The advertisement features an animated version of Ford's heart that transforms into a globe as he speaks. During the commercial Ford says "The human heart, just over 1 percent of your body weight, but critical to your survival. Our earth has places just over 1 percent of its surface which are critical to our survival." The ad is one of the first done on Rhino spot shot in digital HD camera. This time Conservation International made use of the Green Team Advertising in order to produce an ad that premiered before one of Ford's movies, K-19; as well as being see on television and United Airlines flights.
Conservation International teamed up with NGO to create a real life advertisement that featured Ice Sculptures placed in Bogota. On seven of the main parks, there were ice sculptures of penguins, polar bears and other polar animals left to melt to parallel the severity of global warming. The signs on the ground read, “The Glaciers are disappearing. And you just stay to look?” The purpose of the campaign is “To bring awareness to society on the mayor issue of polar melting due to global warming.” The outreach of this ad was astonishing; 8,000 people witnessed the exhibit, and they received at least 1,500 e-mails with concerns about what is going to be done. 
Most recently, the company worked with Dr. Seuss Enterprises, and the Random House to create the Lorax Project. The project uses the environmentally friendly Dr, Seuss book as a way to teach youth as well as engaging them in protecting endangered species and forest. It features an interactive website in which people can find out more information, connect with friends, play various activities and games, and even send a letter to the Lorax pledging to be a friend of the environment and to help him. It’s ultimate goal is to be “a multifaceted initiative that helps generate funding, raise awareness and inspire earth-friendly action by generations of passionate individuals worldwide.”
Andrews, Amos. "New Fund to Help Liberian NGOs Address Pressing Threats to Nature." Critical Ecosystem Partnership Fund. 20 Apr 2005. Conservation International-Liberia. Accessed: 13 Apr 2009 <http://www.cepf.net/news/press_releases/Pages/2005_liberian_fund.aspx>.
"Future For Life Brochure." Center for Applied Biodiversity Science. 2006. Conservation International. <http://science.conservation.org/portal/server.pt/gateway/PTARGS_0_127745_91952_0_0_18/CABSbrochure.pdf>
"Guatemala enters into conservation agreement with US." International Law Update 12(2006): 198-99. Print.
GuideStar, "Conservation International Foundation." GuideStar Organization Details. 26 Feb 2009. Accessed: 13 Apr 2009 <http://www.guidestar.org/pqShowGsReport.do?partner=justgivews&ein=52-1497470>.
Schwinn, Chrissy. "Nature Conservancy, Conservation International Pledge Six Million Dollars to Protect Pacific Islands." The Nature Conservancy. 29 Mar 2006. The Nature Conservancy. Accessed: 13 Apr 2009 <http://www.nature.org/wherewework/islands/press/press2344.html>
Tegel, Virginia. "Conservation International Foundation (Informational Paper)." Learning to Give. August 2006. The League. <http://learningtogive.org/papers/paper282.html>
"Conservation International Colombia: Ice Made Animals." I Believe in Advertising. 15 Apr. 2008. 13 Apr. 2009 <http://www.ibelieveinadv.com/2008/04/conservation-international-colombia-ice-made-animals/>.
Campanelli, Melissa. "Http://www.emarketingandcommerce.com/story/saving-planet-20?curpage=2." EMarketing and Commerce (eM C). 15 July 2008. 13 Apr. 2009 <http://www.emarketingandcommerce.com/story/saving-planet-20?curpage=2>.
“Lost there, Felt Here”. Digital image. Quaerentia. 17 Oct. 2008. 13 Apr. 2008 <http://www.bookofjoe.com/images/2008/10/15/trfytfy.jpg>.
Ensha, Azadeh. ""Unless," Said the Lorax." Energy and Green Business - Green Inc. Blog - NYTimes.com. 02 Mar. 2009. 13 Apr. 2009 <http://greeninc.blogs.nytimes.com/2009/03/02/unless-said-the-lorax/>.
The Lorax Project - Conservation International. 15 Apr. 2009 <http://lorax.conservation.org/>.
Dill, Mallorre. "Creative Feature: Recurring 'Dreams' - Y&R's latest Sony film series tries to move creatives into the digital era." 16 Dec. 2002. 13 Apr. 2009 <http://www.adweek.com/aw/esearch/article_display.jsp?vnu_content_id=1778629>.