Case Study: Working Without a Cuteness Factor, Smithsonian Turns to Fun, Froggy Tactics in Amphibian Conservation Efforts


The Smithsonian PR team distributed 10,000 postcards promoting the amphibian rescue project and its mobile giving campaign to children and families at exhibits and special events.   Images courtesy of Smithsonian Conservation Biology Institute Thus, in an effort to stem the deadly tide against frogs, the Smithsonian Conservation Biology Institute—part of the Smithsonian Institution—created the Panama Amphibian Rescue and Conservation Project. To help raise public awareness of the project’s efforts to save 20 species of frogs in eastern Panama (considered the last stronghold for amphibian diversity) while also seeking a cure for the disease that is decimating them, the Smithsonian communications team sprang into action. The ultimate goal: to make the public care about frogs and to get them to take action to save them. “The challenge is to get the word out about the crisis, but to do it in a way that provides hope, and to generate local, national and international stories,” says Lindsay Renick Mayer, public affairs specialist for the Smithsonian National Zoo.

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