Exploring solutions for the human species.

A tagline will help to understand the direction and goals of an organization. The absence of a tagline – or the use of an ineffective one – will put an organization at a competitive disadvantage in funding, building of staff and volunteer base, and increasing use of its programs and products. It is late night and we are sitting in a pub in a small town in Germany. Over a beer we discuss the positioning and taglines of conservation organizations. IUCN is one of them. IUCN’s mission is to influence, encourage and assist societies throughout the world to conserve the integrity and diversity of nature and to ensure that any use of natural resources is equitable and ecologically sustainable. Nobody can remember it correctly.

IUCN’s current tagline is: The World Conservation Union. Not very appealing. This is what I remember the day after how we positioned IUCN: The International Union for the Conservation of Nature brings together the knowledge of scientists, experts, local communities, governments and NGOs working in conservation and sustainable use of species and ecosystems. IUCN offers a platform for dialogue, partnerships and capacity development. Its goal is to find solutions for people and nature at the local, regional and global level. IUCN: Exploring solutions for the human species.