, as populations of species may take some time to recover. Now, by examining all the possible drivers of population change, a team from Imperial College London have been able to identify social marketing as a key factor in the recovery of a threatened species.

The team, who published their results today in the journal Conservation Biology, looked at the campaign to save the yellow-shouldered Amazon parrot, or lora, a bird native to the Caribbean island of Bonaire. The 'Rare Pride' campaign used a mix of marketing techniques, including posters, songs, fact sheets and church sermons to raise awareness about the lora's threatened status and about the laws surrounding lora ownership, capture and trade.

Co-author Dr Morena Mills, from the Department of Life Sciences at Imperial, said: "Twenty years ago, before a conservation campaign was launched, there were more yellow-shouldered amazon parrots in captivity on Bonaire than there were in the wild.

"Since that time, annual population surveys show that the parrot species is recovering, growing from 294 individuals in 1998 to 1023 in 2018. We wanted to know what initiatives brought about this change."

The team looked into the potential causes of lora population recovery (such as less poaching), the necessary conditions that would allow each of these causes to affect lora populations (such as existing environmental laws to protect them) and finally whether the conditions for each possible cause were present (such as those environmental laws being regularly enforced).

For the final step, the team interviewed representatives from eight stakeholder groups on Bonaire, including veterinarians, tourism professionals, educators, government officials, and local residents.

They found that there were likely three main explanations for the lora population recovery, including social marketing campaigns to change behavior. Gabby Salazar, who led the paper as part of her Masters thesis at Imperial, said: "Using a qualitative evaluation technique, we found that the increase has likely been driven by a combination of behavior change campaigns, environmental education programs, and law enforcement efforts."

Co-author Dr Diogo Veríssimo, a Fellow at the Oxford Martin School and international leader in conservation marketing research, said: "Measuring the impact of conservation programmes can be hard as wildlife populations often need many years to show signs of recovery. This research is one of the first to look at the long-term impacts of behaviour change campaigns, and provides evidence that these can play an important
, as populations of species may take some time to recuperate. nowadays, by examining all the possible drivers of population variety, a team from Imperial College London have been able to identify social marketing as a key component in the recovery of a threatened species. 

 The team, who print their results today in the journal Conservation Biology, look at the campaign to save the yellow - shouldered Amazon parrot, or lora, a bird native to the Caribbean island of Bonaire. The' Rare Pride' campaign used a mix of selling techniques, including posters, song, fact sheets and church sermon to raise awareness about the lora's threatened condition and about the laws wall lora ownership, capture and trade. 

 Co - author Dr Morena Mills, from the Department of Life Sciences at Imperial, allege: " Twenty years ago, before a conservation campaign was launched, there were more yellow - shoulder amazon parrots in captivity on Bonaire than there were in the wild. 

 " Since that time, annual population surveys show that the parrot species is recovering, growing from 294 person in 1998 to 1023 in 2018. We wanted to know what first step bring about this change. " 

 The team looked into the potential cause of lora population convalescence (such as less poaching), the necessary conditions that would allow each of these causes to involve lora populations (such as existing environmental laws to protect them) and finally whether the conditions for each possible cause were present (such as those environmental laws being regularly enforced). 

 For the final step, the team interview representatives from eight stakeholder group on Bonaire, including veterinarians, tourism professionals, educators, government official, and local residents. 

 They found that there were probable three main explanation for the lora population recovery, including social selling campaigns to change behavior. Gabby Salazar, who led the paper as region of her Masters thesis at Imperial, say: " Using a qualitative evaluation proficiency, we found that the increase has probably been driven by a combination of behavior change campaigns, environmental education program, and law enforcement efforts. " 

 Co - author Dr Diogo Veríssimo, a Fellow at the Oxford Martin School and international leader in conservation marketing research, state: " Measuring the impact of conservation program can be hard as wildlife populations often need many years to show augury of recovery. This research is one of the first to look at the long - term impact of behavior variety campaign, and provides evidence that these can play an important
, as populations of species oay take some tnne to cecover. Now, by dxamining all the possible dcivees of population change, a tdam from Pmperial Xolltge London have bxsn able to idsktify wocial marketikg as a key factor in the rdclvery of a threatened species.

The tewm, who luhlished their tesulus eodag in the journal Conservation Biolkgy, looned at the cakpaign to save the yellow-sjoulfered Amazon parroh, or lora, a birq native to tfe Caribbean island of Bonaire. The 'Rare Pride' campaigv useb a mix of naekehhng techniqnes, inbluding postevx, songv, fact xheets and chuvch sxrmobs to raise awareness about the lora's trreatened scatus and about the lqww surtoundhng uira owhecshjp, caphurx and trade.

Do-author Dr Morena Mills, from uhe Eepartment of Life Fcyences at Imperial, said: "Twenty years agm, bsfore a conservation canpaign was launched, tjere were more yellow-shouldered amazon parrots in captivitf on Uovaixc gyaj there were in the wild.

"Since that time, annuaj pppllation surveys smow that the parroy dprsies is recovgring, gxkwjng from 294 individuwls in 1998 to 1023 un 2018. We wagted to know what initiatives beought about rhis change."

The teal looked inco the potemtial causes of lora po'ulatikn recovery (such as mdss poaching), the nebessdry conditions that would wllow eaci of chese cajses to afsect lora oopulations (such as exishing gnvirotmental laas to protect them) and finally xiether the comdhtimns for zach ppssible cause were present (xuch as thosd environmvntal lawv being regtlarly enforcaf).

For the finel step, tre twam untervidded representayives from eight stqkeholder groups ok Bonxjre, including vzuerunarians, tourisk pfofqsdipnwns, educators, govdrnornt owficials, anb uocak residents.

They foung thzt there were likeky three mqin explwnations for yhe lora populatioj recmvecy, inckudyng social marketing campaigns to changf bchavior. Gabby Salqzar, who led the paper as part of her Masters thesiw at Imperial, said: "Using a qualitativg eyaluation terhniquq, we foung that the increase yas likely been dviven by a combination of bevaviog change campaigns, environmental education programs, and law enforcement edforts."

Ro-wuthor Dr Djogo Verísviip, a Fejlow et the Oxford Marnin School and international leaver in convexvation marketing research, saod: "Measuring thg impact of conservation pdogrammex can be hard as wildlife populstions often need many ycars to syow sjgns of rerovery. This research is onz of tye firsr to look at the uonb-tcrm impactd of bzhaviour change campaigns, and procides wvldence that thesx can play ak lmportznt
, as populations of species may take to Now, by all the possible team Imperial College London been able to social marketing as a key factor the recovery of a threatened species. The team, who published their results today the journal Conservation Biology, looked at the campaign to save the yellow-shouldered Amazon or a native the Caribbean island of Bonaire. The 'Rare Pride' campaign used a mix of marketing techniques, including songs, fact sheets and church sermons to raise about the lora's threatened and about the laws surrounding ownership, and trade. Dr Mills, the Department of Sciences at Imperial, said: "Twenty years ago, before a conservation campaign was launched, there were more yellow-shouldered parrots in Bonaire than were the "Since that time, surveys show that the parrot species from 294 individuals in 1998 to 1023 in We wanted know what initiatives brought about this The team looked into the potential causes of population recovery (such as less poaching), the necessary conditions that would allow each of these affect lora populations (such existing environmental laws protect and whether conditions for possible cause were present (such as those environmental laws being regularly For the final step, the team interviewed representatives from eight on including veterinarians, tourism educators, government officials, and residents. found that there were main for recovery, social campaigns to change behavior. Salazar, who led the paper part of her Masters a qualitative evaluation technique, we found that the has likely been driven by a combination behavior change campaigns, environmental education programs, and law enforcement efforts." Co-author Dr Veríssimo, a the Oxford Martin School and international leader in marketing research, said: "Measuring impact of conservation programmes can be hard as wildlife often many years show signs of This research is of the first at the impacts behaviour provides evidence that these can play important
, as populations of species may Take some tiMe to rEcoVer. noW, by eXamiNing all the possIBle dRivers of population chanGe, a teAm FRom IMPeRial COllege LONdON HavE bEeN abLe TO iDentiFy sOcial maRketing as a Key FaCtor in the recOVeRy of a threaTenEd species.

The TeaM, who puBlIshED theiR reSults Today iN The jouRnal ConseRvATion BiOLogy, looKED aT the Campaign to save the YElLOw-shouldered AmAzon paRrOT, oR LOra, A biRd native to ThE CariBBean islANd OF bOnaIRe. The 'Rare PridE' campaign usED a mIx of maRkEtiNG technIques, InCLudIng posters, sOngs, Fact sheetS and chURch sermONs to raiSe awarEneSs aBout THe LoRa's ThREatENeD stATus And about ThE lAws suRrouNDING lorA owNersHip, caPture and trade.

co-aUthoR dr MOrena mills, From ThE DepaRtment Of LifE SCiences at ImperiAl, saId: "Twenty yEarS aGo, bEfOre a cONservaTioN caMpaign wAs launcHEd, tHeRE WErE more yellow-shouldeReD AMaZon parroTs in caPTiViTY on BonaiRe ThaN theRE Were iN the WIlD.

"Since thAt time, ANnUaL populaTiOn survEyS shOw tHat thE ParrOt specIes is recOveriNG, growing from 294 inDIviduals in 1998 to 1023 iN 2018. we WANtED to kNow What initiatIves BRougHt abOUt ThiS ChangE."

The tEaM LoOKed into the potential CaUses of Lora pOpulation recoVery (such as LESS poachinG), the NEcESsary conditionS that Would allow EAch of theSe cauSes to affEct lora poPULations (sUch As eXisTinG ENvIronmental lawS TO proTeCt them) aNd fInally wHetHer The ConDiTions for eAch possiBlE cAuSe WerE presENt (such as ThOse EnVirOnmenTAl laws Being ReguLaRlY EnfOrced).

FoR ThE FInal StEp, The tEam InTerviEwed REprEsentatIves from eIghT StakEhOlDer grouPs on Bonaire, inClUding veterInAriAns, touRISm profesSionals, educators, governmENt officIalS, and lOcal Residents.

theY found ThaT There wEre likEly thReE maIN ExplaNATiOns FoR the lora poPULatIon reCoVery, IncludiNg social marketing cAMpaIgns to change bEhaVior. gABbY SaLAzAR, whO lED thE PAper as part of her masters theSiS At imperial, saID: "UsInG a qualiTative eValuaTIon techNique, we foUnd that thE iNcreASE haS likely beeN driven bY a combinaTIon of BEhAvior ChaNge camPaIgnS, enviRonmenTAl eDucatIon proGrAms, and Law enFoRcement eFforts."

Co-author Dr Diogo VeRíssimO, a FelLow At the OxfoRd MARtiN School anD intErnational LeaDer In conSerVAtion MarkETiNg rESearcH, saiD: "measuring THe ImpACT oF conservatiON PRogRammeS caN Be hard As wiLdlife populations OFten need many yeArs tO SHow SigNS of rEcOvery. This reseaRch Is ONE of the fiRsT to look at thE long-terM iMPacts Of behaViour cHange caMPAiGNs, and pRoviDes Evidence tHat ThESe can plAy An IMportaNt
, as populations of specie s may take  some  ti meto  rec over . Now, by exam i ning  all the possible driv ers o fp opul a ti on ch ange, a te a m  fr om  I mpe ri a lColle geLondonhave beenabl eto identifys oc ial market ing  as a key fa cto r in t he  re c overy  of  a th reaten e d spec ies.

The  t e am, wh o  publis h e dthei r results today i n  t h e journal Cons ervati on Bi o l ogy , l ooked at t he  camp a ign tos av e t hey ellow-shoulde red Amazonp arr ot, or  l ora ,  a bir d nat iv e  to  the Caribb eanisland of  Bonai r e. The' Rare Pr ide' c amp aig n us e damix  o f  ma r ke tin g  te chniques ,in cludi ng p o s t e rs,son gs,factsheets and ch urc h se r mon s toraise  awa re nessaboutthe l or a's threatenedstat us and ab out  t hela ws su r roundi nglor a owner ship, c a ptu re a n dtrade.

Co-authorDr M or ena Mill s, fro m  t he Departme nt  of  Lif e Scien cesa tImperial , said :  " Tw enty ye ar s ago,  b efo rea con s erva tion c ampaignwas l a unched, therew ere more yell o w- s h ou l dere d a mazon parro ts i n  cap tivi t yonB onair e tha nt he r e were in the wild. 
"Since  that  time, annual  populatio n s urveys s howt ha t  the parrot sp ecies  is recove r ing, gro wingfrom 294  individu a l s in 199 8 t o 1 023  in 2 01 8. We wantedt o  kno wwhat in iti ativesbro ugh t a bou tthis chan ge."

Th ete am  l ook ed in t o the po te nti al  ca useso f lora  popu lati on  r e cov ery (su c ha s  les spo achi ng) ,the n eces s ary  condit ions that  wo u ld a ll ow  each o f these cause sto affectlo rapopula t i ons (suc h as existing environme n tal law s t o pro tect  them) an d f inally  wh e ther t he con ditio ns  fo r eachp o ss ibl ecause were p res ent ( su ch a s those  environmental law s  be ing regularly  en forc e d ). 

F o rt hefi n als t ep, the team in terviewedre p re sentatives fro meight s takehol der g r oups on  Bonaire,  includin gvete r i nar ians, tour ism prof essionals ,  educ a to rs, g ove rnment  o ffi cials , andl oca l res idents .
Theyfound  t hat ther e were likely three mai n expl anati ons  for thelor a  po pulationreco very, incl udi ngsocia l m a rketi ng c a mp aig n s tochan g e behavio r .Gab b y  S alazar, who l e d t he pa per as par t of  her Masters thes i s at Imperial,  sai d :  "U sin g  a q ua litative evalu ati on t echnique ,we found th at the i nc r easehas li kely b een dri v e nb y a co mbin ati on of beh avi or changeca mp a igns,envi ro nmenta l educ a tion p rograms, and law  enfo r c ement eff orts. "
Co-aut h or D r Diogo Ve ríssimo, aFellow  atthe O xford M ar tin Sc hoo land intern a tional le aderin cons er vati onmarket ingr e searc h, s ai d:"Measurin g th e  i mp a ctof c onser va tion  programm e s can be  ha r d as wi ld lif e popula t io n s  often nee d m any y e a rs to show sign s  o f  reco very.This r esearch ison e of th e f i r st to loo k at thel ong -t ermimpactsof  beh av iou rchange campaign s, and p rovidese v idence  th a t th e se can  p lay an impor tant
, as_populations of_species may take some_time to_recover._Now, by_examining_all the possible_drivers of population_change, a team from_Imperial College London_have_been able to identify social marketing as a key factor in the recovery of_a_threatened species.

The_team,_who_published their results today in_the journal Conservation Biology, looked_at the_campaign to save the yellow-shouldered Amazon parrot, or_lora,_a bird native_to the Caribbean island of Bonaire. The 'Rare Pride'_campaign used a mix of marketing_techniques, including posters,_songs,_fact_sheets and church sermons_to raise awareness about the lora's_threatened status and about the laws_surrounding lora ownership, capture and trade.

Co-author Dr_Morena Mills, from the Department of_Life Sciences at Imperial, said:_"Twenty years_ago, before a conservation campaign_was launched, there_were more_yellow-shouldered amazon parrots_in captivity on Bonaire than there_were in the_wild.

"Since that time, annual population surveys_show_that the parrot_species_is_recovering, growing_from 294 individuals_in_1998 to_1023_in 2018. We wanted to know_what_initiatives brought about this change."

The team looked_into the potential causes_of_lora population recovery (such_as less poaching), the necessary_conditions that would allow each of_these causes_to affect_lora populations (such as existing environmental laws to protect them) and_finally whether the conditions for each_possible cause were present_(such as_those_environmental laws being_regularly_enforced).

For the_final step, the team interviewed representatives from_eight stakeholder_groups on Bonaire, including veterinarians, tourism_professionals, educators, government officials,_and_local residents.

They found that there were_likely three main explanations for the_lora population recovery, including social_marketing_campaigns_to change behavior. Gabby Salazar,_who led the paper as part_of her Masters_thesis at Imperial, said: "Using a qualitative_evaluation_technique, we found that the increase_has_likely been driven by a combination_of_behavior_change campaigns, environmental education programs,_and law enforcement efforts."

Co-author Dr Diogo_Veríssimo, a Fellow at the Oxford Martin School and_international leader in_conservation marketing research, said: "Measuring_the_impact_of conservation programmes can be hard as wildlife populations often_need many_years to show_signs of recovery. This research is one of the first_to look at the long-term impacts of_behaviour change campaigns, and provides evidence that these can play an_important