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1. Have the animals on each page look from left to right: avoid ‘looking backward’, forward looking associates with the future. That is the language of the private sector.
2. Start with a vision how species underpins our life, our business. Don’t start with the threats: guilt shuts us down and makes us put the brochure aside.
3. Use pictures of animals we can emotionally relate to; a tiger pub is better than a rhino; we can’t relate to plants but we can relate to a farmer in her field, a fisherman on his boat or a doctor in her laboratory.
4. Use common sense, make it personal: “We all love nature. We all want to conduct business in a responsible way. Here we offer a range of concrete opportunities to combine the two. You can associate yourself, your employees and clients with a conservation project of your choice”. Don't use conservation jargon.
5. Support our species, support our own species, might be better that the current tagline. Actually I would avoid all SOS connotations. SOS associates with disasters. Nobody wants to contribute to a lost case. That's what the private sector calls: "throwing good money to bad money."
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